Hotsauce
Date
2023
Company
Hotjar
Context
Hotsauce is Hotjar’s flagship event in New York. The event needed a visual identity capable of shaping the full experience, from stage design and motion graphics to promotional materials.
My Role
Creative direction and execution of the event identity. I led the concept development process with the design team and built the visual toolkit used by multiple designers to produce event assets.
The Challenge
The identity had to capture the energy of the Hotjar community while remaining flexible enough to support multiple formats including stage screens, motion graphics, and promotional content.
Concept Mapping
I led a visual mapping exercise exploring keywords and themes connected to the event.
The Sauce Concept
The strongest concepts were tested inside the product UI to evaluate clarity and legibility at small scale.
The Tech concept
The strongest concepts were tested inside the product UI to evaluate clarity and legibility at small scale.
The New York Concept
The strongest concepts were tested inside the product UI to evaluate clarity and legibility at small scale.
Logo Design
The logo is inspired by the print logos in the bottles of sauce
Visual Toolkit
Once approved, we built a toolkit allowing designers to produce event assets quickly while maintaining consistency.
Motion System
A liquid motion graphic became the centerpiece of the event visuals and video content.
Outcome
~1,000 attendees across two days in New York
Branding applied across stage design, keynote visuals, event signage, promotional campaigns, and motion content
Visual toolkit enabled multiple designers to produce event assets consistently
Motion system became the central visual signature across stage screens and event videos
Identity helped establish HOTSAUCE as Hotjar’s flagship community event
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