Annual Global Conference Event 2024 - Optimizely

Opticon 2024 is Optimizely’s flagship annual conference, bringing together leaders, creators, and innovators from across the digital experience ecosystem. In 2024, the conference was themed “Onederland”—a bold, immersive concept designed to celebrate experimentation, curiosity, and the future of digital experiences.

As a Visual Brand Design Specialist, I played a key role in extending the Opticon brand into a fully realized, end-to-end event experience. The project spanned four months and covered everything from high-level creative direction to hands-on execution across multiple touchpoints.

The primary challenge was to translate the “Onederland” theme into a cohesive visual system that could scale across physical spaces, digital platforms, and live environments while remaining unmistakably Optimizely. The identity needed to feel playful yet premium, immersive yet functional, and flexible enough to adapt across screens, print, and motion.

Working closely with the brand, creative, and motion teams, I helped bring the visual identity to life across a wide range of deliverables, including:

Defining the look and feel of Opticon 2024, aligning typography, color, and graphic language with the “Onederland” theme.

Designing impactful visuals for main stage screens and environmental displays, ensuring clarity, scale, and cinematic presence in a live setting.

Extending the identity into wayfinding, print materials, and on-site touchpoints that guided and immersed attendees throughout the venue.

Adapting the visual system for digital channels to build anticipation before the event and maintain consistency across marketing efforts.

The result was a cohesive, immersive brand experience that unified physical and digital spaces under a single visual language. Opticon 2024’s identity helped elevate the conference atmosphere, strengthened brand recognition, and supported a seamless attendee journey from pre-event promotion to on-site engagement.

This project stands as a strong example of how thoughtful visual branding can transform a large-scale conference into a memorable, emotionally engaging experience.