Render ATL is a high-energy festival focused on building community rather than traditional corporate lead-gen. To meet that energy, we traded New Relic’s typical "engineer-first" aesthetic for a candy-coated universe we called O11yland ("O11y" is the common tech shorthand for "Observability"). By stepping outside our standard brand guidelines, we created a colorful space that celebrated the benefits of O11y in a fun, unexpected way.
BOOTH
We wove the O11yland 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 our look for a specific crowd without losing who we are at the core.
SWAG
