Case studies
Mor Goldstein UI Designer

How to Create an “Out of the box” identity design – Case study

My name is Mor, and I am Sr. Product designer at HPE’s UX design studio.
In this short article I would like to share with you the process I went through and key insights I gathered in my latest identity design project, the Annual [email protected] conference.
This is our 4th event, and the event attracts audience from across the world! We had this year 4000 people who joined live from around the world as well as a full auditorium in our Yehud site.
The event features six short Ted format talks given by leading UX experts from across the High Tech industry sharing their experience and insights. (See below the website design from reference on the Agenda)
The objective was to create something that delivers an out of the box experience but at the same time is an evolution of the successful identity defined in the previous successful events.



Step 1 – Defining the visual language

Once I was assigned to this challenge, I looked for a creative design language that will differentiate it, yet keep it simple and showcase an innovative interpretation for the new HPE logo. (Since HPE gone through a major rebrand last year –
The concept of crafting a 3d architectural structure emerged from my own experience as a UX designer. While working on a product, users’ needs are shaping it continuously and a good UX designer will always search for better and smarter solutions to simplify the product. Just like a Lego game, the UX designers build, collect feedback, break apart, and rebuild again in order to get a lean product.
I assembled a composition that resembles a complex metropolis structure. On top view it reveals the shape of the UX studio logo. During the process of building it, I experimented with various layouts and camera angles to find the best composition, just like a UX process of refinement a product until you find the right recipe.


Step 2 – breaking down the design – Implementations

Once we had the design in place it was time to start creating all the design components based on it:
A unique event website
• Elevator / Building posters
• Banners for social media
• Rollup
• Giveaways (see below for more details)
You tube channel visuals (Link to YouTube)


Tailor made Giveaway that reflect the Concept of the event

As part of giving our guests the best experience, we chose to hand out 2D puzzles, a small souvenir that encourage creative thinking. The extra bonus is that it helps position the UX studio brand in people’s minds as a leader In the UX field.


Step 3 – main takeaways and lessons learned

• In order to create a memorable event, start by defining a unique concept that reflect the values of the conference.
• Look for a creative design language that will differentiate it, yet keep it simple and showcase an innovative interpretation for the company brand.
• Advertise the conference on social media has a significant role in creating a buzz, it engages people to share and highlights its visibility.
• A small Give away can do a great impact, it will surprise and delight the guests, and help position the company.

See you next year,
Keep smiling 🙂