Aruba Atmosphere: Multi-Year Event Website
Designed and launched an award-winning annual event platform and global marketing campaign assets for multiple years of flagship conferences.
Role
UI Designer & Web Lead
Industry
IT Networking
Focus
Event Web Design
Goal:
To design and architect a high-performance digital ecosystem for Aruba’s premier annual conference. The objective was to drive event registrations, increase attendee engagement, and serve as a centralized global hub for multi-regional event content and post-event video on-demand.
Phase 1: Strategic Layout & Brand Translation
While the Art Director provided the yearly brand identity, the challenge was translating static visual assets into a dynamic, user-centric web experience.
Global Architecture: Designed a tiered web strategy featuring a global splash page, a regional hub, and individual location-specific pages (Americas, EMEA, APJ).
Information Hierarchy: Balanced high-impact marketing visuals with critical event data, including agendas, speaker bios, and venue information, ensuring a seamless path to the registration form.
Template Engineering: Developed a standardized template for development execution, ensuring that despite the unique branding of each year, the underlying code was optimized for rapid deployment.
Phase 2: Immersive Visual Design & Motion
To capture the energy of a live conference, I focused on high-engagement visual elements that set the tone for the event.
Branded Motion Experience: Designed a custom-branded animated background for the global splash page, creating an immediate sense of "place" and excitement for the digital attendee.
Component-Based Storytelling: Built out custom sections for the event experience, including interactive speaker grids and localized agenda modules that adapted to different time zones and languages.
Phase 3: Engagement & Content Centralization
The site was designed to be a resource that remained valuable long after the live event ended.
Conversion Optimization: Streamlined the registration flow to reduce friction, contributing to the goal of increased year-over-year event attendance.
The "Atmosphere Hub": Architected a central video repository for keynote sessions and breakout videos, transforming the site into a year-round learning platform for the Aruba community.
Recognition & Outcomes
Award-Winning Design: The Atmosphere experience was recognized with an American Digital Design Award, validating the project’s excellence in visual storytelling and UX.
Increased Event ROI: Successfully drove registration and engagement goals, providing a consistent global experience for thousands of attendees across multiple continents.
Scalable Delivery: The template-based approach allowed the development team to launch regional variations in record time without compromising design fidelity.