POST/CON 25

Project Overview

Role: Creative Director
Year: 2025

POST/CON 25 brought together the Postman community for two days of keynotes, workshops, and live demos centered on the AI-driven future of APIs.

As Creative Director, I defined the vision and built a modular design system across keynotes, environmental, experiential, digital, and marketing surfaces, enabling consistency and speed at scale. I led designers and external partners across all touchpoints, aligning stakeholders around a unified direction.

The event achieved 96% attendee satisfaction and established a repeatable foundation for future large scale brand initiatives.

Visual Direction & Theme

The visual theme was built around modular building blocks as a metaphor for collaboration, integration, and Postman's role at the center of the API ecosystem. The journey of the block, motion-driven interactions, and the Postman game served as core influences, giving the event a sense of play and progression that carried through every touchpoint.

Keynote Design

The keynote was designed as a game. API development was reframed as a journey where developers face boss battles representing real challenges like integration, security, and scalability. Postman plays the co-op partner throughout, with its tools showing up as gear drops and power-ups, making complex technical concepts feel urgent and fun to watch unfold.

Event Branding

The JW Marriott Los Angeles was transformed into an immersive brand environment, with dynamic visuals, interactive activations, a custom swag station, scenescape, and lenticular wall. A unified design system connected digital and physical touchpoints, creating a cohesive experience from registration to the main stage.