Brand Identity
Website Design
Good Tech Together
Deliverables:
Brand Identity
Brand Identity
Website Design
Website Design
Event Design
Event Design
Recognition:
Sponsors include Adobe, Gates Foundation, Salesforce, Okta, Fluxx
From the client:
Good Tech Together is a vendor-neutral community that brings together nonprofit practitioners, funders, and technologists to advance the responsible use of AI and data in the social sector.
They run two flagship events with completely different scales and energies — a 500-person open summit in Washington DC and an 80-person invite-only executive retreat in the Utah mountains — and needed a unified brand identity, website, and event experience design system that could hold both.
The constraint that shaped everything: the audience is exhausted by tech branding. Every AI conference, every SaaS platform, every accelerator in the space uses the same visual playbook — corporate blue, geometric abstractions, sterile white backgrounds. If the brand showed up with that same language, it would be invisible before anyone read a word.
The identity had to work across two audiences that rarely share a visual vocabulary: senior technologists who live in product dashboards, and nonprofit leaders who associate that same aesthetic with vendors trying to sell them something. Too polished loses trust. Too scrappy loses credibility.
And the materials had to outlast the events themselves — not disposable conference collateral, but things people would actually want to keep, share, and display.
Good Tech Together is a vendor-neutral community that brings together nonprofit practitioners, funders, and technologists to advance the responsible use of AI and data in the social sector.
They run two flagship events with completely different scales and energies — a 500-person open summit in Washington DC and an 80-person invite-only executive retreat in the Utah mountains — and needed a unified brand identity, website, and event experience design system that could hold both.
The constraint that shaped everything: the audience is exhausted by tech branding. Every AI conference, every SaaS platform, every accelerator in the space uses the same visual playbook — corporate blue, geometric abstractions, sterile white backgrounds. If the brand showed up with that same language, it would be invisible before anyone read a word.
The identity had to work across two audiences that rarely share a visual vocabulary: senior technologists who live in product dashboards, and nonprofit leaders who associate that same aesthetic with vendors trying to sell them something. Too polished loses trust. Too scrappy loses credibility.
And the materials had to outlast the events themselves — not disposable conference collateral, but things people would actually want to keep, share, and display.
We started with strategy, not style. The first question wasn't what should this look like — it was who has to be in the room for technology to actually help people.
Three stakeholder groups kept surfacing in every conversation: practitioners doing the fieldwork, funders controlling the capital, and technologists building the tools. If any one group is missing, nothing works. Practitioners without funding build things that can't scale. Funders without practitioners fund the wrong things. Technologists without either build for nobody.
That structural insight became the foundation of the mark: three computer cursors — the simplest symbol of someone being present on a screen — each representing a stakeholder group, each pointing inward. When the three converge, a human figure appears in the negative space. Remove one cursor and the person disappears.
The mark is a structural argument. Good tech is not what any single group creates. It's what emerges in the space between all three.
When the gradient fills the mark, it reads as a sun rising over a horizon — so a single shape carries three meanings: convergence, humanity, sunrise. That kind of density in a mark is what allows a young brand to work across every touchpoint without losing coherence.
The gradient itself was a strategic choice. We studied what every other brand in this space was doing and deliberately chose the opposite. A sunrise palette — warm gold through coral into soft lavender — creates instant category separation. Before reading a word, you know this isn't another vendor.
The type system carries the same tension the brand navigates daily. A heavy slab serif for "Good Tech" — grounded, institutional, trust-building. A flowing script for "Together" — warm, human, personal. A monospaced face for dates, locations, and calls to action — a quiet nod to the tech context without letting it dominate. Three typographic voices, one clear hierarchy.
We started with strategy, not style. The first question wasn't what should this look like — it was who has to be in the room for technology to actually help people.
Three stakeholder groups kept surfacing in every conversation: practitioners doing the fieldwork, funders controlling the capital, and technologists building the tools. If any one group is missing, nothing works. Practitioners without funding build things that can't scale. Funders without practitioners fund the wrong things. Technologists without either build for nobody.
That structural insight became the foundation of the mark: three computer cursors — the simplest symbol of someone being present on a screen — each representing a stakeholder group, each pointing inward. When the three converge, a human figure appears in the negative space. Remove one cursor and the person disappears.
The mark is a structural argument. Good tech is not what any single group creates. It's what emerges in the space between all three.
When the gradient fills the mark, it reads as a sun rising over a horizon — so a single shape carries three meanings: convergence, humanity, sunrise. That kind of density in a mark is what allows a young brand to work across every touchpoint without losing coherence.
The gradient itself was a strategic choice. We studied what every other brand in this space was doing and deliberately chose the opposite. A sunrise palette — warm gold through coral into soft lavender — creates instant category separation. Before reading a word, you know this isn't another vendor.
The type system carries the same tension the brand navigates daily. A heavy slab serif for "Good Tech" — grounded, institutional, trust-building. A flowing script for "Together" — warm, human, personal. A monospaced face for dates, locations, and calls to action — a quiet nod to the tech context without letting it dominate. Three typographic voices, one clear hierarchy.
The brand system was designed to flex between two very different events without breaking.
For Good Tech Summit in Washington DC — 500 attendees, open registration, mainstage keynotes — we built an aspirational visual world: a futuristic convention hall rendered from scratch in Midjourney, with warm orange architectural lighting and human silhouettes on grand stairs. Urban. Ambitious. Come build with us.
For Good Tech Fest in Utah — 80 leaders, invite-only, off the record — we built the opposite: a desert rock arch, also generated in Midjourney, with sunlight pouring through stone. A natural portal. The kind of place you walk through and come back different. Intimate. Reflective. Come think with us.
The website holds both events with the same navigation, mark, and type hierarchy. Only the hero image shifts the emotional register. The system flexes because the flexibility was designed in — not patched on afterward.
The lockups — logo mark, logotype, and event-specific lockups — were designed with physical behavior in mind. Sticker die-cuts, badges, event signage. Every piece had to pass one test: would someone take this home and keep it. Conference materials are disposable by default. We designed against that.
The event signage became the most-photographed element of the summit. Attendees walked up and posed with it unprompted — turning every personal photo into organic brand distribution. When people want to be seen next to your brand, the identity is doing its job.
Good Tech Summit '26 hosted 500+ attendees across 5 keynotes and 12 workshops over three days.
In its first 90 days, the website generated 11,000 unique visitors and 23,000 pageviews — with an average session duration of nearly 5 minutes, 2-3x the industry benchmark for event websites. The summit page alone accounted for 8,800 views. Google organic search was the top traffic source, followed by LinkedIn — meaning the site structure, content hierarchy, and SEO foundations are working without paid advertising. People didn't just land and register — they explored, read, and stayed.
The visual system now extends to planned summits in Nairobi (October 2026) and Melbourne (November 2026).
The brand system was designed to flex between two very different events without breaking.
For Good Tech Summit in Washington DC — 500 attendees, open registration, mainstage keynotes — we built an aspirational visual world: a futuristic convention hall rendered from scratch in Midjourney, with warm orange architectural lighting and human silhouettes on grand stairs. Urban. Ambitious. Come build with us.
For Good Tech Fest in Utah — 80 leaders, invite-only, off the record — we built the opposite: a desert rock arch, also generated in Midjourney, with sunlight pouring through stone. A natural portal. The kind of place you walk through and come back different. Intimate. Reflective. Come think with us.
The website holds both events with the same navigation, mark, and type hierarchy. Only the hero image shifts the emotional register. The system flexes because the flexibility was designed in — not patched on afterward.
The lockups — logo mark, logotype, and event-specific lockups — were designed with physical behavior in mind. Sticker die-cuts, badges, event signage. Every piece had to pass one test: would someone take this home and keep it. Conference materials are disposable by default. We designed against that.
The event signage became the most-photographed element of the summit. Attendees walked up and posed with it unprompted — turning every personal photo into organic brand distribution. When people want to be seen next to your brand, the identity is doing its job.
Good Tech Summit '26 hosted 500+ attendees across 5 keynotes and 12 workshops over three days.
In its first 90 days, the website generated 11,000 unique visitors and 23,000 pageviews — with an average session duration of nearly 5 minutes, 2-3x the industry benchmark for event websites. The summit page alone accounted for 8,800 views. Google organic search was the top traffic source, followed by LinkedIn — meaning the site structure, content hierarchy, and SEO foundations are working without paid advertising. People didn't just land and register — they explored, read, and stayed.
The visual system now extends to planned summits in Nairobi (October 2026) and Melbourne (November 2026).
