Atlassian Team '21

Team '21 is the reimagined form of Atlassian's previous flagship event, Summit. The rebranded program set out to attract all teams (not only tech teams) and those seeking product knowledge or insights on the future of work.

The team set out to create a hand drawn mark that felt welcoming and approachable, while still being distinctive, and capture the essence and personality of Atlassian events. Based off our brand font Charlie, a script-esque version was created that signals the connection and flow that occurs between teams and, by being hand down, inherently brings a human element that's important to gatherings.

Outside of the word mark, the team expanded the existing event systems color palette to include warmer tones of pinks and reds. And inspired by different forms of lights, the rest of the brand identity was rounded out by expressions of neon and using bokeh patterns as a grounding texture.

This came to life in all of our marketing efforts, from the main website to social media and email, resulting in 29,000 registrations for the inaugural digital events. The guidelines and toolkits were then shared with other internal brand designers and agency partners to implement across motion, keynotes, and attendee swag.