Branding for a series of regional user conferences organized by Moveworks, an AI company headquartered in Mountain View, CA.
Moveworks provides companies with access to an AI-powered copilot that employees can interact with in order to resolve workplace requests. Moveworks' Field Marketing Team launched a series of regional user group conferences. At these events, customers from the same locale network and share best practices for using the Moveworks product. I was tasked with designing and delivering a logo and brand identity for the new initiative within two days. The field marketing team wanted something fresh.
I thought it was important to maintain a certain level of overlap between the Moveworks core brand and its offshoot, Moveworks.local, so I kept the wordmark and simply dropped the triangle icons.
The idea for ".local" within a circle was inspired by a recent trip to Portugal. I asked my Airbnb host where the "locals" hung out, and she circled some of her favorite spots on a map. I loved how personal it was for someone to circle their favorite spot on a map of their own city, and I wanted to infuse the logo with that idea of personal connection.
To further emphasize the importance of location for Moveworks.local, I created social media posts that recalled postcards and Polaroid photos. I prepared a template that my team then used to prepare graphics for LinkedIn.
The Detroit design is courtesy of Mike Furukawa.
No tech event is complete without a slide deck (left) and a sleek t-shirt (right), preferably in black.
Here are the options I considered during exploration.