Challenge
New Relic needed a flagship customer conference that could bring its growing community of developers, engineers, and IT leaders together to explore the future of software and observability. The challenge was to create an event experience that reflected the company’s innovative culture while positioning New Relic as a thought leader at the intersection of technology, performance, and creativity.

Approach
I played a key role in launching New Relic’s first FutureStack conference in 2013 and led the creative and experiential direction through 2015. Working closely with Product Marketing and Content teams, I developed the event’s visual identity, theme, and narrative to express New Relic’s “Data Nerd” spirit and focus on innovation.

Our approach combined bold design, immersive environments, and storytelling to make technical content inspiring and accessible. I oversaw design for stage environments, signage, digital assets, swag, and installations that encouraged discovery and participation. Each year, the experience evolved—from hands-on demo labs to data visualizations that transformed abstract metrics into artful brand moments.

Impact

• Established FutureStack as New Relic’s flagship global conference

• Grew attendance year over year, attracting developers, IT leaders, and executives

• Strengthened New Relic’s reputation as a visionary, customer-centric brand

• Set a creative foundation that influenced event design for years to come