UI5con is SAP’s annual developer conference in Germany, bringing together innovators and technologists to learn and connect. As the sole designer on this project, I led the visual direction from concept to execution, including brand identity, website design, and digital and print assets. Despite being based in Vancouver, I collaborated seamlessly with a remote team across multiple time zones.
I developed a cohesive visual identity that balanced continuity with innovation, designed an adaptive, fully accessible website with a dark-mode theme and responsive layout, and created print and digital materials aligned with the event’s tone and audience. I also integrated subtle animations to highlight community engagement and the scale of the event.
Individual
4 months
Assets by me, editing by Sebastian Moreno
TBuilding upon the previous year’s design, I introduced a modernized aesthetic using Google's Material Design principles. By applying an analogous color palette and tone-based surfaces, I achieved high accessibility and a timeless feel. The goal was to convey innovation while maintaining continuit
The images above illustrate the change from UI5con 2022 (designed by Victoria Maslova) to my version in 2023. While the images above show the difference in identities, the posters below show how I brought the two themes together in order to create reusable print materials.
Inspired by Apple’s clean and intuitive layouts, I implemented an adaptive design that ensured a seamless experience across devices. Using the Stark accessibility plugin in Figma, every element met WCAG contrast standards, resulting in a fully accessible site.
See the live site, here.
Recognizing that a large portion of attendees return each year, I centered the design around community. Subtle gradient animations and dynamic photo transitions brought the event to life, highlighting the people who make UI5con special.
In addition to digital work, I designed posters and event signage that carried the conference’s visual identity into the physical space. Each poster was crafted to be visually striking while remaining legible and accessible, reflecting the modern, professional tone of UI5con and enhancing the attendee experience.
Beyond digital screens, my designs came to life in the physical environment of the conference. Posters, signage, name tags, and presentation slides were displayed throughout the venue, creating a consistent and immersive experience for attendees. Seeing the identity applied across touchpoints reinforced the scale of the event and the role design plays in shaping atmosphere and community.
The updated branding and design system created a cohesive and professional experience that strengthened UI5con’s reputation as a premier developer event. Attendees reported greater clarity navigating the website, and the cohesive visual identity enhanced engagement both online and on-site. The accessible design ensured that all materials could be enjoyed by a wider audience, aligning with SAP’s commitment to inclusivity.
This project was my first as a User Interface Designer at SAP, and it provided invaluable experience in leading a design initiative independently. I gained confidence in making design decisions, collaborating across multiple time zones, and translating brand strategy into tangible assets across both digital and physical platforms. The project reinforced the importance of accessibility, consistency, and thoughtful design in creating meaningful user experiences.