Tech Conference Event - Opticon 2024

Client Optimizely Services Motion Design System Year 2024 Creative Direction Dan Reid

At Opticon 24, I led the development of a scalable motion system deployed across three international events. Collaborating with an in-house team including motion designer Shouvik Fouzder and editor Tawhid Rafi, we executed a dynamic visual strategy featuring a dot matrix identity. The project delivered high-visibility content to thousands of attendees worldwide.

In November 2024, Optimizely’s flagship conference, Opticon 24, expanded globally with events in San Antonio, London, and Stockholm. The conference brought together marketing, product, and digital leaders to explore innovation, AI-powered solutions, and customer experience design. This year’s theme, “Onederland,” celebrated creativity, imagination, and the power of personalization in digital experiences.

The creative vision for Opticon 24 was shaped by Dan Reid, whose direction focused on creating a unified yet playful design system that could scale seamlessly across three international venues. This year’s theme, “Onederland,” was inspired by Alice in Wonderland and symbolized a creative, transformative space for marketers while also referencing Optimizely One, the company’s unified marketing operating system. I led the video and motion design team, consisting of motion designer Shouvik Fouzder and video editor Tawhid Rafi, and collaborated closely with designers Joe Geoghan, Kadie Kohls, and Ellen Hossain, who developed the static branding system. A key feature of this year’s branding was the dot matrix system, which became a central design element and was fully integrated into the motion graphics framework, adding depth and cohesion to the overall visual language. I personally contributed to motion design and editing, ensuring that every deliverable carried the playful yet polished spirit of Onederland.

We built a scalable motion system tailored for different venues, screen types, and resolutions, producing over 100 animated assets deployed across all three events. Deliverables included:

Animated brand visuals, session screens, and brand messaging loops.

Sponsor callout animations.

Wayfinding animations and attendee guidance screens.

Sizzle reels and event highlight videos for each city.

Demo station visuals and venue-specific edits.

Social-ready recap content for marketing teams.

Produced 100+ fully animated and edited assets entirely in-house, reducing reliance on agencies and enabling full creative control.

Reinforced Optimizely’s Onederland narrative by transforming static branding into immersive, animated storytelling.

Integrated the dot matrix design system into motion, giving the brand a consistent and distinctive texture across every screen.

Reinforced Optimizely’s Onederland narrative through immersive, animated storytelling that brought static visuals to life.

Demonstrated strong creative leadership in managing cross-disciplinary production, streamlining workflows, and delivering at scale.

The motion system reached 2000+ attendees across San Antonio, London, and Stockholm, ensuring our team’s work had a high-visibility presence at every touchpoint.

Delivered a globally cohesive, high-impact brand experience across three international events, elevating Opticon’s reputation as a design-driven industry leader.