Creative & Art Direction
What if we told you there was a tech conference that didn't have the same old experience as others that have no culture, mostly white attendees, and dry chicken for lunch? Sounds too good to be true, right? Render set out to do just that. Render is an ATL-born tech conference that brings the CULTURE to the space.
The software engineering industry has a bad habit of not creating spaces where black and diverse engineers can come together to hang, find new opportunities, and engage in what the hosting city has to offer. Render called up on HDS to handle the design experience for the 2nd annual RenderATL Conference 2022 to bring tech and culture to the heart of the trap, ATL. Let's just say things got peachy.
The Render brand didn't solely rely on the annual conference to connect with its audience. A merch line and traveling networking event evolved to spread the Render name across the country leading up to the big event in ATL.
Creating the identity for the Render Experience required theming the conference space, swag, and voice around Trap culture. Disrupting the status quo of tech conferences meant taking risks and speaking to the core of cultured engineers.
Hank Designs led the design efforts to brand out the largest rooftop in Atlanta, Ponce City Market, for the conference kickoff party. Alongside our good friends at Indeed, we transformed the rooftop with Render branding to submerge guess into what they were going to experience for the next few days.
After establishing this year's identity, swag, and decking out ATL's largest rooftop, we turned our attention to the conference. We transformed ATL's own Gathering Spot into the Marta station (Atlanta's train station). We decked out the venue with Render-centric messaging, swag shop apparel, team Jerseys, display screens, and much more.
Of course, none of this would've been possible without the amazing team behind Render's success. You can see we celebrated the proper way.