POST/CON 25

Project Overview

Role: Creative Director
Year: 2025

POST/CON 25, Postman’s user conference, brought together attendees for two days of keynotes, workshops, case studies, and live demos focused on exploring the AI-driven future of APIs.

I served as the Creative Director, leading execution across branding, design systems, event design, activations, keynotes and presentations, social media, and art direction, while managing external vendors. The event achieved 96% attendee satisfaction.

Visual Direction & Theme

Inspired by modular building blocks, POST/CON 2025’s visual theme emphasizes collaboration and integration, with Postman at the core of innovation in APIs and generative AI.

The journey of the block, motion driven interactions, and the Postman game all served as key storytelling and design influences.

Keynote Design

The keynote turns API development into a game where developers face boss battles that entail major challenges like integration, security, and scalability. Each stage, from design to distribution to orchestration, represents a level where defeating the boss unlocks progress. Postman acts as a trusty co-op partner, providing powerful tools as gear drops and power ups to help developers conquer these challenges and master the API journey.

Event Branding

JW Marriott Los Angeles was reimagined as an immersive brand environment. Dynamic visuals brought the event narrative to life, complemented by interactive activations including a custom swag station, scenescape, and lenticular wall. A unified system bridged digital and physical touchpoints to create a cohesive end-to-end experience.