GitHub Branding 2018
GitHub is an open source community home to over 36 million developers. A community where developers come together to share, collaborate and build software.
Our high-level goal was to increase GitHub's brand awareness and deepen the positive experience fans have with our brand through an integrated campaign, resolving at GitHub’s tentpole event, Universe.
Role: Creative Director and Strategist
Our brand idea Universe is "the path to the future”
Our solution in rebranding Universe 2018 was to create signature exhibits with GitHub’s developers and community mascot, Mona Lisa Octocat placed directly at its core.
Branding
We wanted to weave in a bold simplicity with color, type, imagery, and form that would convey our brightly optimistic narrative. To accomplish this, we resolved to a color scheme that’s as diverse as our community. Crafted a new logotype which echoed the cubes of GitHub’s contribution graph. And developed environmental graphics, signage, and print collateral materials (maps, lanyards, tote bags, notepads, etc.) that were accessible for all attendees.
Ticket Giveaway
Ahead of Universe, we ran a Twitter scavenger hunt giving fans a chance to have their own “Willy Wonka Golden Ticket” moment and attend Universe, hosted at the Palace of Fine Arts in SF, for free.
Entrance and Registration
Upon entry, we wanted to create a wow moment and transport attendees to a bright and luminous event. Thanks to this sponsored artist installation leading to registration there is more than light at the end of the tunnel.
Main Stage Design
We designed our main stage to both echo our contribution graph imagery and our brand campaign “Building the Future.”
Brand Campaign Exhibit
We highlighted and celebrated ahead of and at Universe 2018 what’s possible when developers from all around the world come together on GitHub to create, share, and iterate on something bigger than themselves.
These videos culminated both online and at an on-site exhibit under the campaign moniker "Building the Future." Attendees visiting the exhibition could learn more about each developer featured, and hopefully, leave a little more inspired.
These same videos opened each day of the event setting the literal stage.
Set Pieces
Inflatable Mona Lisa the Octocat tentacles helped frame and move attendees through given areas of our event.
Attendee Materials
We extended our branding across registration badges, agenda pamphlets, notebooks, stickers and much more.
