MongoDB .local series

With .local positioned as MongoDB's largest annual roadshow, our team was tasked with creating a consistent and compelling narrative that reinforces our brand message and event theme that had the ability to flex across different regions. As the lead designer, I leaned in with curiosity and developed a deep fascination for developers and their day-to-day needs. Through research and collected data, we led with the belief that developers were most interested in discovery and ways to improve and expand their workflow.

The concept

Developers are curious by nature. MongoDB provides them with an exclusive look into the infrastructure of successful products. By learning from these examples, our brand can become a key resource for helping developers become better problem-solvers. At .local events, viewers are invited to take a look behind the build and experience the magic of what best-in-class developers and buyers cultivate in the industry. The creative components to our system (photography, typography, illustrations) are woven throughout the foreground and background of all compositions — creating a dynamic visual representation of what it can look like to peek into a window of innovation and inspiration.

Developing a fully scalable design system

We knew that our approach should not only be flexible and robust but should also resonate with our diverse audience worldwide. The goal of this project is to look forward to bold and innovative ideas that push the boundaries of our past designs, yet remain easy to adapt and replicate across various regions and platforms. The system was designed to flex across both digital and physical surfaces.

Additionally, our team created an enablement kit that included social promos, web creative, and print collateral to empower global teams.

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Evolving The Brand: The Brand Shape Puzzle Grid

While brand shapes serve as core branding components, we created the .local brand shape puzzle to be representative towards the constant evolution of MongoDB's products. We based the formula on existing brand ratios and implemented .25px gutters to maintain spacing.

Worlds colliding - The Illustration System

Our team took a localized approach and injected key landmarks into the brand shape puzzle system. High fidelity creative was reserved for mural pieces while spots were placed in supportive spaces.

Credits

Designers: Marcea Decker, Erin Rose-Innes

Illustrators: Champa Lo, Sophia Meng, Min Oh, Victor Won

Motion: Tammy Lian, Eileen Huang