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BEA Participate! 08 User Conference
Conference Branding + Application UI

Art Direction, Visual Design
Homepage detail, showing both the "quilt of BEAs" (image collage of employee badge pictures) and the final lockup in use.

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Branding for the conference was "undetermined" at the time I came on to the project, because of the Oracle acquisition of BEA. Once the acquisition was finalized and BEA folks realized that nobody at Oracle really cared what was done with the BEA brand, the VPs decided they wanted a somewhat-literal interpretation of the current logo done for the conference as a swan-song of sorts.


The execs made clear from the start that they wanted the "diddleydots" (as the whole team came to reference them) to remain as-is and arcing over the letterforms exactly as within the corporate BEA lockup- and from there they were pickier, though had no idea what they wanted. So- as much as I don't miss my graphic design days of identity development, they did come in handy. It was never really answered who/what would be done

Beyond the logo-mark, an irreverent voice and as much of a tribute to the dying brand and the people behind it as was possible, were expressed as the desired brand attributes driving the application & subsequent rough brand design.
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