As the #DataNation heads back to work with new tools and data-driven insights, we reflect on the creative process behind Sköna’s contributions to Snowflake Summit.
In its first (and totally sold out!) year, Snowflake Summit 2019 brought more than 2,000 business and technology pioneers to San Francisco to explore strategies that enable data-driven modern businesses. Attendees heard firsthand how some of the world’s most impactful organizations accelerate insight-to-action, using data to empower teams, increase efficiency, reduce costs, and perfect strategies. A top notch lineup of keynote speakers, along with 7 tracks and 120 sessions, gave attendees a chance to learn directly from data disruptors and innovators in Snowflake’s ecosystem.
Sköna knew two things as we began the design process. First, the annual event would be called “Summit”; second, event branding needed to evoke a sense of aspiration, ambition, and accomplishment. Attendees needed to walk away empowered to see the bigger picture, ready to use data to derive deeper insights and plan clear paths forward.
We began with a handful of proposed concepts and logo options, each designed to inspire attendees to see the possibilities that Snowflake can help achieve. The final brand features expansive views of Mt. Hood and the Himalayas, with rich blue and teal gradients, pops of Snowflake Blue, and a smart logo that juxtaposed M’s to reinforce the summit concept.
Next, we set our sights on extending the brand. We coded a website, designed innumerable pieces of marketing collateral, wordsmithed a billboard (and later, a t-shirt), collaborated on a direct mail piece and the CEO’s keynote kick-off video, and also played with logo animation.
As go-time approached, we worked on digital and on-site/activation elements for the conference. We outfitted Snowflake’s event app, provided directional signage and event space branding, knocked out window decals, put attendees in the (literal) driver’s seat in Snowflake’s Red Bull Racing Partnership foyer (where we also designed the branding), and brought Snowflake’s Basecamp to life with a 40’ circular central hub, session theater, Ask the Expert bar, and registration desk. Oh, we also made some fun 3D letters that were almost as tall as some of the folks on Sköna’s team!
We had a blast launching Snowflake Summit in 2019… here’s to more fun at Summit 2020 in Las Vegas!
Summit 2019 in Action