Branding the conference for product builders
Branding the conference for product builders
2025
2025
Sigsum is Statsig's annual conference for product builders. It brings together engineers, product leaders, and data teams focused on making better product decisions through experimentation tools. In 2025, the event housed 500 attendees around the theme "Blueprints for smarter growth," framing experimentation as a deliberate, structured process—especially in the context of AI-powered product building. I developed the event’s visual identity and led the creation of merchandise, influencer PR packages, as well as digital assets.
Sigsum is Statsig's annual conference for product builders. It brings together engineers, product leaders, and data teams focused on making better product decisions through experimentation tools. In 2025, the event housed 500 attendees around the theme "Blueprints for smarter growth," framing experimentation as a deliberate, structured process—especially in the context of AI-powered product building. I developed the event’s visual identity and led the creation of merchandise, influencer PR packages, as well as digital assets.
[ role ]
[ role ]
Designer
Designer
Event Branding
Event Branding
Art Direction
Art Direction
[ team ]
[ team ]
Cat Lee / Lead
Cat Lee / Lead
Pranav Jakhar
Pranav Jakhar
[ partners ]
[ partners ]
Pair Design
Pair Design
Campfire Collective
Campfire Collective
Branding the conference for product builders
2025
Sigsum is Statsig's annual conference for product builders. It brings together engineers, product leaders, and data teams focused on making better product decisions through experimentation tools. In 2025, the event housed 500 attendees around the theme "Blueprints for smarter growth," framing experimentation as a deliberate, structured process—especially in the context of AI-powered product building. I developed the event’s visual identity and led the creation of merchandise, influencer PR packages, as well as digital assets.
[ role ]
Designer
Event Branding
Art Direction
[ team ]
Cat Lee / Lead
Pranav Jakhar
[ partners ]
Pair Design
Campfire Collective
The Blueprints to Smarter Growth theme centered on three pillars—Experimentation, Growth, and AI. Shaping the structure of the visual system, each was distilled into a primary geometry and color (red, green, and blue), creating a clear and consistent language that was applied across the event.
Vector wireframe forms were paired with dimensional 3D expressions, allowing the identity to move fluidly from Blueprint (concept) to Growth (execution). The result is a modular library of static and motion assets designed to scale across physical spaces, screens, and print materials.
The Blueprints to Smarter Growth theme centered on three pillars—Experimentation, Growth, and AI. Shaping the structure of the visual system, each was distilled into a primary geometry and color (red, green, and blue), creating a clear and consistent language that was applied across the event.
Vector wireframe forms were paired with dimensional 3D expressions, allowing the identity to move fluidly from Blueprint (concept) to Growth (execution). The result is a modular library of static and motion assets designed to scale across physical spaces, screens, and print materials.
The Blueprints to Smarter Growth theme centered on three pillars—Experimentation, Growth, and AI. Shaping the structure of the visual system, each was distilled into a primary geometry and color (red, green, and blue), creating a clear and consistent language that was applied across the event.
Vector wireframe forms were paired with dimensional 3D expressions, allowing the identity to move fluidly from Blueprint (concept) to Growth (execution). The result is a modular library of static and motion assets designed to scale across physical spaces, screens, and print materials.
I led the design of the influencer PR package and event merchandise, with the challenge of creating pieces engineers would actually want to wear and use beyond the conference. The work prioritized utility over overt branding, extending the event system into objects with real longevity.
I led the design of the influencer PR package and event merchandise, with the challenge of creating pieces engineers would actually want to wear and use beyond the conference. The work prioritized utility over overt branding, extending the event system into objects with real longevity.
I led the design of the influencer PR package and event merchandise, with the challenge of creating pieces engineers would actually want to wear and use beyond the conference. The work prioritized utility over overt branding, extending the event system into objects with real longevity.
