Brief
TEAM is Atlassian's flagship annual event — the single most visible moment for the brand, drawing thousands of in-person attendees and a global streaming audience. The main stage keynote is where Atlassian's CEO and executive leadership team articulate the company's vision, announce products, and set the narrative direction for the year.
The challenge: these keynotes are among the most complex creative assignments in marketing. They involve translating evolving, often ambiguous product narratives — AI agents, the Teamwork Graph, System of Work, platform architecture — into visual stories that executives feel confident delivering on stage. The content shifts constantly. MCB is known for making changes the night before (or even the morning of). Product demos live in Figma prototypes that need to become cinematic, animated moments inside Apple Keynote. Multiple ELT/PMLT stakeholders each own sections with different product focuses, different visual languages, and different communication styles — all of which need to feel like one cohesive show.
The core need was a presentation designer who could operate at the intersection of visual craft, narrative strategy, and executive stakeholder management — someone who could move fast under pressure, absorb ambiguity, and still deliver polished, world-class output when the lights go up.
Solution
Team '24 — Anaheim (First Founder Keynote)
Stepped into the founder keynote for the first time, owning a section focused on products rendered entirely in greyscale UI. Developed a sophisticated animation language and consistent visual system that elevated product screens into engaging storytelling moments. Established a cadence of communication with ELT stakeholders that built confidence early and reduced late-stage friction.
Stepped into the founder keynote for the first time, owning a section focused on products rendered entirely in greyscale UI. Developed a sophisticated animation language and consistent visual system that elevated product screens into engaging storytelling moments. Established a cadence of communication with ELT stakeholders that built confidence early and reduced late-stage friction.
Team '25 — Anaheim (Multi-Section Lead)
Returned as one of three core founder keynote designers (alongside Corey Scott and Sara VanSlyke). Contributed to the production of 843+ keynote and super session slides, 209 in-product demo videos, and 11 product videos. The session introduced the Teamwork Graph to the world — transforming an abstract, technically complex concept into a visually accessible, narratively compelling story.
Returned as one of three core founder keynote designers (alongside Corey Scott and Sara VanSlyke). Contributed to the production of 843+ keynote and super session slides, 209 in-product demo videos, and 11 product videos. The session introduced the Teamwork Graph to the world — transforming an abstract, technically complex concept into a visually accessible, narratively compelling story.
Team '25 EU — Barcelona (3-Section Creative Lead)
Expanded scope significantly: served as creative approver for three full solution keynote sections (Strategy, Software, and Services), overseeing an external production agency (The Electric Factory) on visual execution. Managed color consistency passes, logo standards, animation timing, and quality control across all sections while simultaneously handling last-minute executive feedback.
Expanded scope significantly: served as creative approver for three full solution keynote sections (Strategy, Software, and Services), overseeing an external production agency (The Electric Factory) on visual execution. Managed color consistency passes, logo standards, animation timing, and quality control across all sections while simultaneously handling last-minute executive feedback.
Competencies
Executive Stakeholder Management — Built trust-based relationships with CEO, President, CMO, and product leadership
Narrative Design — Transformed dense, technical product concepts into visually clear, emotionally engaging stories
High-Pressure Delivery — Operated reliably under extreme timelines, traveling to offices, attending late-night rehearsals, and iterating in real-time
Visual Systems at Scale — Created consistent visual languages unifying sections across multiple designers, agencies, and teams
Cross-Functional Orchestration — Coordinated between product design, motion, brand, and PMM
Scalable Process Design — Implemented better workflows: earlier cutover points, Loom-based async reviews, chapter wayfinding systems