Overview
a2Tech360 inherited a cluttered, dated website that didn't reflect what the event series actually was. They needed a brand that merged Ann Arbor SPARK's polished professionalism with a2Tech360's playful energy, while making it crystal clear who the event was for and why it mattered. We created a complete brand refresh with a strategic 'Save Your Spot' funnel, 15+ high-fidelity designs, and a full design system they can use across all touchpoints.
- Strategy
- Brand Direction
- Copywriting
- Web Design
- Web Development
- UI/UX
The Challenge
a2Tech360 had a major identity problem. The website felt cluttered, stressful, and dated. New visitors had no idea what the event series was, who it was for, or why they should care. There was a disconnect between SPARK's polished, professional brand and the current a2Tech360 site. The audience was broad—from C-suite executives to recent grads—making it nearly impossible to find a tone that spoke to everyone. The site lacked basic functionality like filtering by audience or interest. And despite significant marketing reach, registrations stayed difficult.
The Solution
We started by understanding their audience and roadmap, then designed a strategic 'Save Your Spot' funnel to lock in committed attendees before tickets even launched. We merged a2Tech360's playful energy with SPARK's corporate polish by blending graphical elements from both brands, then built a clean, modern homepage that answered three questions immediately: What is a2Tech360? Who's it for? Why is it cool? We designed a functional filtering system so visitors could find events by audience, interest, or date instead of feeling overwhelmed. We delivered 15+ high-fidelity designs for the campaign and built a complete design system so a2Tech360 can apply consistent branding across all their touchpoints.
The Hot Dish
High-Fidelity Designs
Complete Design System
Event Filtering System
Save Your Spot funnel driving early commitments before ticket sales
Homepage redesign clearly communicating What/Who/Why
Design system blending SPARK polish with a2Tech360 playfulness
Decision Made.
