All Day DevOps: Reenergizing a Global Event
Role: Lead Designer
Team: Marketing, Design, Events
Tools: Figma, Canva, Photoshop, Illustrator
Focus Areas: Visual Design, Asset Creation, Event Branding, Brand Exploration, Campaign Design
When the Sonatype team set out to refresh All Day DevOps — a 24-hour virtual conference bringing together thousands of DevOps professionals worldwide — I led the effort to reimagine its visual identity. The goal was to capture the nonstop energy of a global community while giving the event a bold, distinctive look that felt modern and cohesive across time zones.
Challenge/Overview
The existing ADDO branding lacked the energy and personality to reflect the event’s global scale and creative spirit. With thousands of participants tuning in from different countries, the design needed to feel both unified and dynamic — instantly recognizable while flexible enough to highlight distinct topics and sessions.
My challenge was to breathe new life into the event’s visual identity, crafting a look that celebrated innovation, community, and the excitement of continuous learning.
Process
I began by exploring how to visualize the concept of “always-on innovation” — the idea that the event never sleeps. After experimenting with several directions, I landed on a neon-inspired aesthetic that symbolized energy, creativity, and connection across time zones.
Each glowing color within the Sonatype brand palette took on new meaning, representing a different track or theme throughout the event. This not only created a strong visual rhythm but also helped attendees quickly identify sessions of interest.
I collaborated closely with the marketing and events teams to roll out the updated visuals across digital materials, social media, and broadcast graphics — ensuring that every touchpoint carried the same lively, unified energy.
Solution/Results
The refreshed branding immediately transformed the perception of ADDO. The neon aesthetic gave the event a bold, contemporary feel that resonated with a diverse, global audience. The use of color-coded tracks brought clarity and organization to the packed 24-hour schedule, making navigation simple and engaging.
The new design direction was met with overwhelmingly positive feedback from both internal teams and participants. It reinvigorated the event’s presence, helping ADDO stand out in a crowded virtual landscape while strengthening its identity as a celebration of innovation and connection.
The success of this project reaffirmed my passion for transforming complex, large-scale experiences into cohesive, vibrant visual systems that bring people together — no matter where they are in the world.
