A Fresh Take on Cloud Computing's Biggest Event

Event Branding and design, visual guidelines


VMware's annual user conference is one of the world's most popular cloud computing events. Its event branding needed to reflect the company's status as a true leader in the industry. After we developed the event verbal theme, "Your Cloud. Own It," we sought ways to express cloud computing in a vibrant, unexpected way. At a time when cloud computing was often shown as simplistic line drawings, we chose to photograph ink poured into water and then combined it with water color sketches and confident IT "heros" looking directly at the camera. The result was the most memorable event branding VMworld audiences had ever seen and a true reflection of the company's status as a force to be recognized in in the IT industry.