Opticon is Optimizely’s flagship annual conference, uniting digital leaders, marketers, and developers to explore the latest trends in experimentation, optimization, and digital experience innovation. For Opticon 2024, themed Onederland—a creative spin on Alice in Wonderland, inspired by Optimizely One—I worked closely with my team to craft a compelling and cohesive visual identity. Under the creative direction of Dan Reid, we developed a wide range of digital and print assets, including stage design, signage, marketing materials, and social media campaigns. Our designs brought the whimsical yet strategic theme to life, ensuring a visually immersive and engaging experience for attendees.