DataDog Observe conference
Overview:
For DataDog’s 2023 OBSERVE Conference, I was brought on to lead the creative concept and develop the core illustration style that defined the event’s visual identity. The illustrations I designed became the foundational creative elements used across all event materials, including signage, attendee badges, on-site installations, digital ads, and promotional content.
Approach:
Working closely within DataDog’s established brand guidelines, I created cohesive artwork that elevated the event’s theme while fitting right in with the illustration style that Datadog is known for.
I referenced Datadog’s blog key images where they use bold colorful illustrations to convey each topic.
The goal was to create a concept that was both friendly and engaging but also inspiring. I also wanted to create something that had a lot of versatility to be used in multiple ways accross all of the branding.
Deliverables included:
Key illustration concept
Signage and environmental design
Badge designs for attendees and staff
Event promotional graphics (digital and print)
Scalable assets for social and web
Looping motion graphic for the event
Custom Powerpoint slide decks for event keynotes
Swag for attendees including a custom packaging design for a box of holiday chocolates
ideation:
My approach involved exploring various metaphors that could visually communicate the idea of disparate data sources coming together to form a holistic view, much like the service that DataDog provides. I focused on themes of unity, flow, and insight, all while maintaining an approachable an approachable aesthetic like Datadog’s blog imagery.
The Observer: My initial idea for visualizing "observability" came from the themes of discovery. I illustrated a curious seal navigating the depths of the ocean, finding a clam that’s shielded by some kind of barrier. In this visual, the ocean represents the vast and often unseen environment of a companies infrastructure, encompassing on-premises, hybrid, and cloud-based systems.
The Network: Building on the idea of interconnectedness, my second concept focused on the dynamic nature of a team within the network. The illustration shows worker bees, energetically zooming around a network of hexagons from the perspective of the observer. The bees represent the constant activity and flow of data, while the hexagons symbolize the structured, interconnected components of a network. This illustration emphasized the bustling, unified activity required for comprehensive observability, highlighting how individual data points (bees) contribute to a larger, organized system (hive/network).
Telescopic Insight: For my third concept, I illustrated an owl intently gazing into a telescope. The owl, a traditional symbol of wisdom and keen sight, embodies what is needed for effective observability. The telescope represents the tool that allows for a magnified, focused view, enabling the observer to see beyond the immediate and see the broader patterns and connections within a data ecosystem. This concept brought a sense of precision and strategic insight to the forefront.
final concept
The final creative concept featured a view from within a telescope, looking out onto the iconic Washington D.C. skyline. (where the event takes place) Above the cityscape, the night sky includes icons of the event's core themes of observability: unified data, on-premises systems, hybrid environments, cloud integration, and proactive monitoring.
This final concept married all of the concepts from the illustrations above into one striking graphic that could be applied in tons of different ways across the event branding.
event deliverables
result
The event concept brought a playful and inspiring immersive experience for attendees. We also created assets outside of the event that used variations of the key artwork — for example, a webinar series hosted by MeriTalk in 2024 kaying in on themes from the event and a multi-phase marketing campaign showcasing research and quotes collected by the MeriTalk team fashioned into an infographic and a sizzle video.