Even companies with in-house marketing teams can feel the need to go outside their walls to find an additional boost of help, whether it’s to find a new perspective or when the hours are short and tasks are high. Hudl, a sports technology company, reached out for help establishing a creative direction for an upcoming conference. They were looking to modernize their conference visuals, which needed to be used for digital and print, static and animated features. They wanted to adhere to company branding, jump off from the past conference visual language, and create an updated look that would allow for flexibility with this conference and potential future events. And last but not least, it needed to partner smoothly with their product design, which was being designed internally at the same time as this project. A tall order.
We quickly immersed ourselves in conversations about product capabilities, technology advances, customer use cases, and conference goals. Working alongside a global team within Hudl, we worked on scalable strategies that their team could execute upon as well as hand off to third parties. Our work also helped solidify an understandable technology design language their product team integrated and can use as a springboard for new features as the product evolves.
Our work culminated in a design package that included a Hudl Next conference logo in horizontal and stacked versions, conference theme logo, color palette, typography selection, iconography direction, brand applications (website homepage, hero graphic, speaker imagery, social media imagery), and a graphic toolkit with glossary to display product features and usage in both static and animated formats. With this comprehensive design strategy, Hudl was queued up to bring the immersive conference experience to life.