Data Natives

Creative Direction & Design

Junior Designer: Kathleen Lara
Production Manager: Guto Martino

Project

Data Natives is a 3-day tech conference in Berlin centered around data-science, machine learning, AI, blockchain and more. As the creative director I lead the team’s brand development, spatial design and marketing from concept development to final execution. I translated the vision across the visual identity, website, digital marketing campaigns, spatial design and environmental graphics, ensuring a cohesive and dynamic experience across all touchpoints. I also organized the artist open call for integrating data-driven works and installations throughout the conference. I worked closely with our production manager on the lighting, interior design and floorplans. I also managed our marketing budget and creative production.

APPROACH

For the art direction I took inspiration from the cosmos. Like our universe, the data industry is vast, limitless and exponentially growing. To take the audience on this journey the visuals are abstract and futuristic, as if you were in another dimension. For the event space we wanted to create an ethereal atmosphere through colored lighting and art installations including a virtual reality demonstration and a sensory light and sound experience.