Disco Conf Rebrand

A global user research conference created by Maze

As Disco Conf evolves, so does its identity. Mid 2024, we decided to update the Disco Conf brand. From its maximalist, playful roots to a more polished and refined aesthetic. Designed to resonate with enterprise professionals.

Company

Maze

Date

May 2024

Tag

Brand Design, UI Design, Animation

Software

Figma, Adobe CC, Rive, Canva

As the conference grows, there’s an opportunity to evolve the brand into a more polished and professional aesthetic—one that meets the expectations of an enterprise audience while preserving the event’s roots. I was tasked to reimagine Disco Conf in a more refined branding. Catering to our enterprise customers. First thing the team did was to go back to the previous branding and picked things we want to keep and shelf. We decided to keep the violet tone, shapes, and logo. While we removed the disco ball in the logo, pink color in our palette, and icons, as it wasn’t how we wanted our attendees to connect our conference which was about discovery and research.

In rethinking the brand, I focused on the evolution of shapes to convey the story. Returning to the conference's roots, I incorporated a square that evolves into the word "DISCO." Additional shapes were introduced to symbolize how not every element evolves as expected—mirroring the iterative nature of research and design. This approach highlights that discovery is a process, and growth often emerges from unexpected places.

The rebrand was fully implemented at the latest Disco Conf, marking a significant milestone for the event. Our team worked diligently to achieve our goals, ensuring that every element on our rebranding checklist was thoughtfully addressed. The result was a new brand that not only met the expectations of our enterprise audience but also honored the spirit of discovery and research that defines Disco Conf.