Atlassian Summit

How we transformed a product suite into a movement centered on the power of team. In 2014, Atlassian was known for powerful tools like JIRA and Confluence, but we saw an opportunity to tell a bigger story. Summit 2014 became our platform to shift this narrative, reaching thousands of our most engaged users with a powerful message: behind every great human achievement stands a great team.

BRAND, Strategy, environmental, print

My Role

Lead Designer & Creative Director

  • Brand strategy development

  • Creative direction

  • Environmental design

  • Team leadership

The Challenge

I saw Summit 2014 as our chance to elevate Atlassian from a collection of beloved products into something bigger. We needed to design an experience for 2,000+ attendees that would transform our brand story in real-time. This meant rethinking everything from the main stage design to wayfinding, all while coordinating dozens of speakers and stakeholders around a new vision.

Strategic Approach

We built everything around celebrating team achievement. Using the "Go Team" concept, we connected iconic collaborations like the Golden Gate Bridge with modern triumphs like NASA's Mars Rover teams. The venue became our canvas, using environmental design to bring these stories to life while weaving in customer successes that showed the real impact of teamwork.

Key Deliverables

Every touchpoint had to reinforce our team story while serving practical event needs. This meant creating a unified system spanning event branding, environmental graphics, stage design, speaker templates, and digital displays. We designed each piece to feel part of something bigger than just product updates or technical sessions.

Impact and Legacy

Summit 2014 kicked off a transformation that's still visible in Atlassian's DNA today. When they went public, they chose "TEAM" as their ticker symbol. Summit evolved into Atlassian TEAM. The focus on human achievement over features helped establish Atlassian as a design leader in tech, showing how strategic design could elevate a brand's market position.

Though over a decade old, this project continues to represent my core strength: seeing beyond immediate design challenges to uncover strategic opportunities for brand elevation. It's about meeting brands where they are while showing them where they could be.