Atlassian Community

Visual identity

Project Overview

A new visual identity for the Atlassian Community, a global network of over 4.5 million members dedicated to mastering teamwork and Atlassian tools. In addition, community members host regular, free, in-person meetups in more than 180 cities worldwide. With 2 million monthly visitors and over 340 local chapters, the community successfully blends massive online scale with personalized, local connection.

My Contributions

This page showcases my work as Lead Designer for the Atlassian Community from 2018-2020. During this tenure, I drove the visual integration of Atlassian’s User Groups and online forums into a unified brand ecosystem. My contributions included developing a distinct visual identity within the Atlassian parent brand, creating digital assets and templates, and designing physical collateral, swag, and products for global in-person events. The evolution of this visual system was a collaborative effort, featuring key contributions from creative director Kellie McCool, designer Joey Sabio, and illustrator Vania Wat.

The 'Event in a Bag' kit served as the first major pressure test for the new Atlassian Community visual identity. As Lead Designer collaborating with creative director Kellie McCool, I conducted production and design research, interviewing Community Leaders to uncover their pain points and iterating on designs based on their direct feedback. This collaborative process resulted in a comprehensive physical toolkit and a streamlined online portal for waste-reducing refills and inventory management.

Championing the champions, with tools for world-class meetups

A visual identity and toolkit that empowered Community Leaders to do what they do best: build meaningful community.

Seeing a design transition from the artboard to the real world is incredibly fulfilling. This work didn't just resonate with our global Community Leaders who showcased the new branding around the world, it was also validated by industry experts when Atlassian won CMX’s 'Community of the Year' in 2020.

From vision to reality, or in this case, lots of Linkedin posts

Guided by Kellie McCool, who challenged me to push past the surface level of the initial brief, I sought to elevate a simple trophy into a resonant representation of the Atlassian Community. My goal was to move away from disposable swag toward an object Community Leaders would display proudly. The impact of that decision is best seen in the faces of co-founder Michael Cannon-Brookes and the award winners below—a moment of success that speaks for itself.

Trophies fit for Changemakers, Rising Stars, and Question Answerers of the Year

Unifying in-person meetups with Atlassian’s online community required comprehensive updates to online branding. I designed an expansive set of digital executions, ranging from the Community’s primary forums and automated email systems to multiple specialized event-hosting platforms.

Last but not least, integration of the visual identity across platforms