Client:
Float
Role
Visual Designer
Sydney is a city built on connection. Its iconic harbor, bridges, ferries, and coastal pathways all serve the same purpose: bringing people together despite the distance between them.
As Float continued growing across continents and time zones, I wanted the meetup identity to reflect that same idea. Not just a gathering of colleagues, but a network of individuals moving in the same direction.
"Every person in your company is a vector. Your progress is determined by the sum of all vectors."
A building solved with an orange peel
While researching Sydney's Opera House, there's a story about architect Jørn Utzon using the shape of an orange peel to solve the geometry behind the building's iconic sails. The design was based on that same principle as a starting point: taking one simple geometric shape and exploring how many different outcomes could emerge from it. The result became the foundation for the entire Sydney identity, from the logo and patterns to the event signage, presentations, merchandise, and illustrations.
Visual Language
The identity combines geometric vector structures with architectural and environmental references found throughout Sydney.
Repeating lines, circular forms, bridges, ocean movement, and structural frameworks inspired a modular design system capable of scaling across presentations, event materials, merchandise, signage, and digital assets.
Every visual element was designed to reinforce the same idea:
Many people. One direction.
The Sydney identity was designed to do more than brand an event. From the start, the goal was to build something that felt like a natural extension of Float itself, same visual DNA, evolved for a different context.
The result was a meetup brand that reinforced the company brand, and a company brand that felt richer for having it. When the two systems live in harmony, the brand as a whole grows stronger.
Next project
Italy meetup branding 2024
