After years away due to the pandemic, SXSW 2022 was one to remember. With a rare chance to curate a fun, joyful in-person presence in the heart of downtown Austin, Slack used the opportunity to bring the concept of the ‘Digital HQ’ to life, through interactive experiences and overall spatial design that is a hallmark of the brand.
I was part of a mighty but nimble team tasked with pulling it off under a tight deadline. As Slack’s design lead on the activation, I facilitated art direction, design execution, and collaboration with copy, the in-house events team, brand marketing, and Slack’s partner agency Sparks.
I worked on the in-person experience, subsequent OOH campaign, and further evolution of the brand language for a physical space, eventually leveraging much of it as a key contribution to Slack’s brand guidelines.
