Project Overview

Client: SQLI Netherlands
Partners: Datadog, Contentful, Aiden, Emporix, Algolia, Bloomreach, Stibo Systems
Role: Art Direction, Visual Identity, Event Design, Motion & Social

We wanted to create a distinctive event identity that stood out within the SQLI brand world—something that felt premium, nautical, and celebratory, yet still aligned with our brand system. The visual direction needed to translate seamlessly across digital promotion, printed materials, and event space design.

I developed a bespoke event identity inspired by the spirit of sailing: movement, flow, and connection. The visual system reinterpreted SQLI’s color palette and typography through maritime-inspired patterns and dynamic layouts.

My Contributions

• Event identity system – logo lockups, color & typography extensions

• Social media campaign – promotional posts, partner tags, and countdowns

• Event space design – stage backdrop, roll-up banners, table menus, signage

• Print collateral – nametags, stickers, goodie bag

• Aftermovie editing – post-event highlights and wrap-up video

Results

The event brought together over 60 attendees, including SQLI’s key customers and new prospects. It generated a strong pipeline of high-quality leads for Sales and positioned SQLI as a creative, collaborative force within the tech partner ecosystem.

I led the entire creative direction, from concept to final execution—balancing SQLI’s brand integrity with a more festive, experiential tone. I worked closely with the marketing and sales teams to ensure every design touchpoint reflected our strategy: making SQLI and its partners the crew behind digital innovation.