Airspace
Airtable's flagship events are some of the brand's biggest opportunities to connect with customers and generate pipeline. The challenge was to create a creative platform that could unify every event throughout the year— building a recognizable identity that was flexible enough to evolve across different audiences, stories, and experiences.
I developed the core concept and creative direction behind the platform, defining the narrative, visual language, and design principles that became the foundation for the entire event program. From marketing campaigns to immersive event environments, this system scales while making every event feel fresh.
The result was more than a successful event identity— it became a recognizable expression of the Airtable brand. Flagship events sold out faster, attendees consistently praised the energy and experience the creative brought to each space, and the program generated millions in sales pipeline.
Perhaps most importantly, these events created deeper relationships with customers that are now shaping Airtable's broader brand storytelling. Those connections have laid the groundwork for a new chapter of customer-led campaigns— more on that soon.
The opening film sets the tone for the entire day. We replaced the expected corporate sizzle reel with a concept that felt cinematic, energetic, and unmistakably Airtable. Created entirely in-house on an accelerated timeline, the film became a proof of concept for investing in original brand storytelling across future campaigns and channels.
The identity was built around a simple idea: change starts with a bit. Every breakthrough begins as a fragment— a spark, an insight, or a work-in-progress— and grows through the hands of builders. That philosophy shaped the entire creative system, from the motion language to the animated logo, where individual elements continuously assembled, evolved, and took unexpected paths. The result was an identity that didn't just represent building— it behaved like it.
Core identity system
Core identity system across slide examples
Color study 1
Color study 2
Color study 3
Registration page system cycles through each event lifecycle
Credits
VP: Jaime McFarland
Head of Brand & Creative: Rob Nikzad
CDs: Claire Hartinger & Nick Kasimatis
Copy, content strategy: Caity Bishop
Producer: Kirsten Golden