The company behind ChatGPT brought hundreds of developers together for DevDay in San Francisco. Play Studio was on hand to give the event a unique visual identity.
Whatever you think of AI, there’s no denying that it’s taking over and is here to stay. (If you don’t believe us, read our special report on how design agencies are actually using AI in 2024.) So, for OpenAI, the company behind ChatGPT, to hold its first developer conference was a major deal.
Held in San Francisco, DevDay was a one-day conference hosted for hundreds of developers worldwide. The OpenAI team worked closely with Play Studio to develop branding for the event, including a logo, visual identity system, art direction, signage, environmental design, motion design, advertising, photography and UX/UI design.
Building Blocks
Their aim was to give this inaugural event a distinct and memorable vibe reflective of the forward-looking spirit of the OpenAI brand and the diverse talent pool gathered to meet and exchange ideas. The design system centred around the basic building block of all computer data: the bit.
The team arranged hundreds of these bits together to form a radiating ring. Each bit’s simple square shape gives the ring compelling flexibility and allows it to be viewed uniquely at macro and micro levels.
Play Studio set the OpenAI DevDay logotype in Söhne Mono, a typeface that invokes the look of classic computer code. The logotype’s monospaced structure allowed it to shift and stack into various arrangements while maintaining a crisp 90-degree rectangular form.
The DevDay colours were selected from OpenAI’s broader palette. Paired in contrasting hues, the variety of colours represents the diversity of ideas and people at the event. Colour pairings informed everything from signage to animations to swag.
When animated, the system cycles through a series of dynamic geometric movements, freely expanding, transforming, shifting, and revealing itself in fresh ways.
Event Space
In partnership with Strong Brew, the team brought the DevDay design system to life in every corner of the physical event space.
From the moment attendees entered the venue, they were welcomed by captivating wall designs, wayfinding signage, canvas artwork and digital information screens. The team also created an interactive feedback wall, directory maps, and window and mirror details.
Play Studio further incorporated the DevDay computer bit motif into the event space’s primary wayfinding system. Bits were configured as a series of 3D stackable cubes featuring bit patterns, directional typography, and logos. The system appeared in delightful ways in every corner of the venue.
On the day itself, the DevDay design system also took centre stage alongside each of the scheduled presenters, with fully designed slides set against a computer-coded, bit-inspired backdrop. Meanwhile, in between sessions, playful animations took over the stage.
Play Studio also provided branded swag to commemorate the day properly. Attendees received sweatshirts, enamel pins, stickers, ID badges, and totes in a variety of colours and styles.
