Web Summit

Web Summit is behind some of the most influential tech events globally, bringing together over 100,000 people annually across multiple continents. During my five years with their talented creative team, I played a leading role in shaping and evolving the brand’s visual identity, as well as designing advertising campaigns and marketing communications at scale.

Expanding a global brand

Between 2022 and 2025, Web Summit evolved from a single flagship event in Lisbon to a global series spanning Lisbon, Rio de Janeiro, Doha, and Vancouver.

As the brand scaled, so did the need for consistency, adaptability, and local relevance. I led the visual identity refresh across this expansion—redefining the system to maximise impact and ensure brand cohesion while allowing each event to retain a distinctive, local feel.

During this time, I was also responsible for designing advertising campaigns (including digital media, out-of-home and press), content for marketing and infographics.

Refining the core

The first step was the logo. We simplified it to enhance legibility and flexibility, making it easier to adapt across digital formats, media placements, and cultural contexts.

We then turned to the broader visual language. The previous system—built around complex, colourful shapes—was reimagined to feel more modern, elevated, and internationally resonant.

A flexible, expressive visual system

We introduced a series of custom liquid gradients—one for each event. These vibrant gradients, each built from a unique palette, gave every edition of Web Summit its own personality, while visually tying the brand together. The fluid nature of the gradients represented the many ways attendees, ideas, and communities come together across our events.

This simplification created space for another key evolution: custom illustrations and graphic elements developed specifically for each host city. These localized assets allowed us to celebrate regional culture and identity within a cohesive global brand system.