Render ATL is a high-energy festival built on community rather than corporate lead-gen. To meet that energy, we traded New Relic’s typical 'engineer-first' aesthetic for a candy-coated universe we called Ollyland. By stepping outside our standard brand guidelines, we created a space that prioritized culture, diversity, and genuine developer engagement.
BOOTH
We wove the Ollyland theme into every touchpoint, from custom candy packaging to limited-edition apparel. By designing these as collectible artifacts rather than standard "swag," we created a visual anchor on the festival floor—sparking curiosity and drawing a steady stream of new people to our booth.
It was a great test of how far we could stretch the brand. We proved we could completely change the 'look' for a specific crowd without losing who we are at the core.
SWAG
