Workday DevCon 2024
Workday DevCon is Workday’s annual developer conference. This 2025 event, taking place at Resorts World, Las Vegas, celebrated 4,000+ attendees as part of Workday’s developer community, highlighting innovation, forward-thinking development, and a live hackathon.
From the attendee journey, to creative strategy, to leading the creative workstream, to the event identity, to designing and executing onsite signage, I was the creative lead from end-to-end.
As one of the first events following Workday’s brand refresh, I wanted to celebrate the new branding, while providing bespoke elements to resonate with this specific audience.
Look and Feel
This year’s DevCon look and feel introduced nuances to our brand to build a new feeling and environment for key programming. I created creative for creators. I built out three distinct, yet related extensions of the larger identity: one for the primary event, one for the “DevCon After Dark: Birthday Bash” party, and one for the Hackathon. Focusing largely on our “nightime” brand colorway, and adding in custom illustrations, as well as a “dark mode” palette for Hackathon.
This year’s prioritization of onsite digital signage (over printed signage), allowed us to transform the space, while maximizing content opportunities, creating huge impactful brand takeover moments, and supporting Workday’s sustainability efforts.
“Mara, your work on DevCon has me in awe. Not just the deliverables (flawless), but your strategic thinking and leadership are top-notch. Thank you for your partnership in making this a gorgeous event that I'm positive will resonate with our audience.”
Hackathon
The Hackathon is the event-within-the-event that this community is most excited about. With a distinct brand, we were able the transform the space overnight from “DevCon” to “DevCon Hackathon.” This included switching out digital screens, reskinning a lightbox, and rebranding keynote.
The illustration set for Hackathon included app building, a laptop mirroring our code-building platform, and a 24-hour clock (the length of time attendees have to build their apps).
“Mara's creativity and partnership have been invaluable in ensuring that our immersive experiences at DevCon look fantastic and deliver a high-quality feel. Her responsiveness and collaborative spirit have made our partnership a true highlight, and her ability to see the big picture has been crucial in creating a fantastic journey for our attendees.”
