re:Invent Branding
For Datadog's 2026 brand refresh, I led an early concept direction for re:Invent, AWS's annual conference. The idea was simple: Datadog's product already produces some of the most distinctive imagery in tech. Service maps, Sankey diagrams, pie charts, bar charts, and heat maps became the source material for a new illustration system, turning data only Datadog has into the artwork itself.
Working under the creative director, I helped art direct the illustration and animation team as they translated product visualizations into bold, dimensional forms. My own design work focused on the typography, compositions, and product overlays. Real product components like Bits AI investigations, graphs, and alerts sat on top of the illustrations as an optional layer, grounding the story in the actual product whenever the work called for it.
The system was built to follow the attendee journey: illustration-led emotional hooks first, then hints of product, then full product demos at the booth. Though this direction was ultimately not selected, it remains one of my favorite explorations of how a brand can grow out of its own data.
Role: Concept lead and designer. Illustration and animation by Datadog's illustration and animation team. Copy by Datadog's brand team.