JavaOne

Event campaign and tradeshow booth for developer tool product marketing

Company

ZeroTurnaround

ZeroTurnaround

Industry

Developer Tools

Role

Graphic Designer

Duration

1 year

Main Project Image
Main Project Image
Main Project Image

Skills

Illustration

Graphic Design

Trade Show Booth

Conferences

Swag

Collateral Design

Banner Ads

Overview

Overview

My Role

My Role

Design Decisions

Design Decisions

Iterations

Iterations

Final Outcome

Final Outcome

Results

Results

Overview

Context

Context

Context

JavaOne is the world's biggest Java language developer conference organized by Oracle. The conference was ZeroTurnaround's most important marketing event of the year, where the company showcased their developer productivity tools as part of their product marketing strategy.

Problem

Problem

Problem

ZeroTurnaround needed a new multi-channel campaign to launch at JavaOne. The goal was to position ZeroTurnaround as a thought leader to the Java community while introducing developers to JRebel and LiveRebel products. The campaign would also serve as the company's primary marketing theme for the next 12 months of events.

Solution

Solution

Solution

We created the 'Java is Cured' campaign, reimagining common Java development problems as quirky 'illnesses' that ZeroTurnaround's tools could cure. By speaking directly to developers' daily struggles through playful characters and humorous copy, we cut through typical corporate marketing while demonstrating deep technical understanding of their pain points.

My Role

Graphic Designer

Worked in a 2-person design team, collaborating with the Head of Creative, to bring the Java is Cured campaign to life at ZeroTurnaround. The design work was split evenly between the two of us. We were supported by marketing and developer relations teammates who helped us craft the overall concept, copywriting, and lent us their technical input.

Deliverables

  • Collaborated on campaign concept development

  • Drew illustrated vector characters

  • Designed trade show booth backdrop and signage

  • Applied designs to swag (t-shirts, stickers, pens etc)

  • Created banner ads, social media graphics, and animated GIFs

  • Coordinated with print vendors

Team

Collaborators

Oliver White

Head of RebelLabs

Oliver White

Head of RebelLabs

Oliver White

Head of RebelLabs

Simon Maple

Developer Advocate

Simon Maple

Developer Advocate

Simon Maple

Developer Advocate

Design Team

Ladi(me)

Graphic Designer

Ladi(me)

Graphic Designer

Ladi(me)

Graphic Designer

Ryan St. James

Head of Creative

Ryan St. James

Head of Creative

Ryan St. James

Head of Creative

Design Decisions

JavaOne was the yearly opportunity for the design team to set the tone for the next year of marketing materials. We were given a lot of freedom to experiment and take risks. Our goal was to create a campaign that captured ZeroTurnaround as a company and showcased its software product offering to our developer audience.

Research

Research

Research

Analysis
We analyzed ZeroTurnaround's previous marketing campaigns to understand what appealed to our developer audience. The "Join the Rebellion" campaign had successfully used metaphorical messaging and bold illustrative elements to communicate technical topics. This led us to focus on a new metaphor based theme for our new campaign. And lean even more into a character-driven illustrative visual style.

Analysis
We analyzed ZeroTurnaround's previous marketing campaigns to understand what appealed to our developer audience. The "Join the Rebellion" campaign had successfully used metaphorical messaging and bold illustrative elements to communicate technical topics. This led us to focus on a new metaphor based theme for our new campaign. And lean even more into a character-driven illustrative visual style.

Analysis
We analyzed ZeroTurnaround's previous marketing campaigns to understand what appealed to our developer audience. The "Join the Rebellion" campaign had successfully used metaphorical messaging and bold illustrative elements to communicate technical topics. This led us to focus on a new metaphor based theme for our new campaign. And lean even more into a character-driven illustrative visual style.

Theme Development

Theme Development

Theme Development

Brainstorming
We started brainstorming around what do developers need to overcome their daily coding pains. This branched off to the concept of survival kits - thinking about first aid kits, prepping, natural disasters, zombie apocalypses. The survival concept evolved into a medical theme when we realized we could position coding problems as 'illnesses' with ZeroTurnaround's products offering a cure.

Brainstorming
We started brainstorming around what do developers need to overcome their daily coding pains. This branched off to the concept of survival kits - thinking about first aid kits, prepping, natural disasters, zombie apocalypses. The survival concept evolved into a medical theme when we realized we could position coding problems as 'illnesses' with ZeroTurnaround's products offering a cure.

Brainstorming
We started brainstorming around what do developers need to overcome their daily coding pains. This branched off to the concept of survival kits - thinking about first aid kits, prepping, natural disasters, zombie apocalypses. The survival concept evolved into a medical theme when we realized we could position coding problems as 'illnesses' with ZeroTurnaround's products offering a cure.

Brand integration

Brand integration

Brand integration

Color Palette
We built the campaign color palette by combining ZeroTurnaround's existing brand colors with new hues that could give us enough variety to have each character tied to a unique color and personality.

Color Palette
We built the campaign color palette by combining ZeroTurnaround's existing brand colors with new hues that could give us enough variety to have each character tied to a unique color and personality.

Color Palette
We built the campaign color palette by combining ZeroTurnaround's existing brand colors with new hues that could give us enough variety to have each character tied to a unique color and personality.

Character Creation

Character Creation

Character Creation

Final Character Set
Designed series of characters for the metaphorical "illnesses" plaguing Java developers. The playful, cartoon-like style was inspired by the 'Dumb Ways to Die' PSA campaign, which successfully used cute characters to communicate serious messages.

Final Character Set
Designed series of characters for the metaphorical "illnesses" plaguing Java developers. The playful, cartoon-like style was inspired by the 'Dumb Ways to Die' PSA campaign, which successfully used cute characters to communicate serious messages.

Final Character Set
Designed series of characters for the metaphorical "illnesses" plaguing Java developers. The playful, cartoon-like style was inspired by the 'Dumb Ways to Die' PSA campaign, which successfully used cute characters to communicate serious messages.

Iterations

The Java is Cured campaign went through multiple rounds of refinement from initial concepts to final execution. This iterative process helped us improve the character designs, swag applications, and find the right print production options.

Character Development

Character Development

Character Development

Before / After
For the design of each character, we focused on giving them unique personalities tied to the "illnesses" they were meant to represent. They needed to be visually distinct from each other in their colours, shapes, accessories. As we refined the designs, we worked with our copywriting team to find the strongest character-to-product connections to represent the products JRebel (with green) and LiveRebel (with yellow).

Before / After
For the design of each character, we focused on giving them unique personalities tied to the "illnesses" they were meant to represent. They needed to be visually distinct from each other in their colours, shapes, accessories. As we refined the designs, we worked with our copywriting team to find the strongest character-to-product connections to represent the products JRebel (with green) and LiveRebel (with yellow).

Before / After
For the design of each character, we focused on giving them unique personalities tied to the "illnesses" they were meant to represent. They needed to be visually distinct from each other in their colours, shapes, accessories. As we refined the designs, we worked with our copywriting team to find the strongest character-to-product connections to represent the products JRebel (with green) and LiveRebel (with yellow).

T-shirts

T-shirts

T-shirts

(BEFORE) T-shirt Iterations
An early mockup of one of many iterations we explored for showing the characters and campaign slogan on t-shirts. This direction was fine but also very safe.

(BEFORE) T-shirt Iterations
An early mockup of one of many iterations we explored for showing the characters and campaign slogan on t-shirts.

(BEFORE) T-shirt Iterations
An early mockup of one of many iterations we explored for showing the characters and campaign slogan on t-shirts. This direction was fine but also very safe.

(AFTER) Final t-shirt Designs
We chose to give each Java is Cured campaign character their own t-shirt and color. Here is the full set of the final results and close-ups of individual t-shirts below. These bright full color shirts easily stood out in the sea of attendees at JavaOne and proved great conversation starters.

(AFTER) Final t-shirt Designs
We chose to give each Java is Cured campaign character their own t-shirt and color. Here is the full set of the final results and close-ups of individual t-shirts below. These bright full color shirts easily stood out in the sea of attendees at JavaOne and proved great conversation starters.

(AFTER) Final t-shirt Designs
We chose to give each Java is Cured campaign character their own t-shirt and color. Here is the full set of the final results and close-ups of individual t-shirts below. These bright full color shirts easily stood out in the sea of attendees at JavaOne and proved great conversation starters.

Print Production

Print Production

Print Production

Print Vendor Coordination
I was the point of contact for local Czech printers. Preparing print files for handoff based on print specs, reviewing print proofs, making corrections, and signing off on final production.

Print Vendor Coordination
I was the point of contact for local Czech printers. Preparing print files for handoff based on print specs, reviewing print proofs, making corrections, and signing off on final production.

Print Vendor Coordination
I was the point of contact for local Czech printers. Preparing print files for handoff based on print specs, reviewing print proofs, making corrections, and signing off on final production.

Final Outcome

The Java is Cured campaign captured the spirit of ZeroTurnaround as a company, showcasing its mix of tech innovation with a good dose of geekiness, humour and whimsy. Our concept was well received and the colourful, character-led illustrative style was an early embodiment of what ZeroTurnaround would become known in the following years.

JavaOne Booth

JavaOne Booth

JavaOne Booth

Final Booth Design
The full booth that was used at JavaOne including main backdrop, logo size panels, counter tables, and divider.

Final Booth Design
The full booth that was used at JavaOne including main backdrop, logo size panels, counter tables, and divider.

Final Booth Design
The full booth that was used at JavaOne including main backdrop, logo size panels, counter tables, and divider.

Characters

Characters

Characters

Each character was designed to embody a specific Java development frustration that developers would instantly recognize. The characters needed to work independently for swag while also functioning as part of the complete cast for larger applications like booth graphics.

T-shirts

T-shirts

T-shirts

Swag

Swag

Swag

Booth Outfit
Keeping with the medical theme of "Java is Cured" we extended it down to the outfits booth staff wore during JavaOne (labcoats with bandaid sticker nametags).

Booth Outfit
Keeping with the medical theme of "Java is Cured" we extended it down to the outfits booth staff wore during JavaOne (labcoats with bandaid sticker nametags).

Booth Outfit
Keeping with the medical theme of "Java is Cured" we extended it down to the outfits booth staff wore during JavaOne (labcoats with bandaid sticker nametags).

Swag
Booth swag included an injection style pen sporting the company logo and a glass cleaner cloth with one of the Java is Cured characters.

Swag
Booth swag included an injection style pen sporting the company logo and a glass cleaner cloth with one of the Java is Cured characters.

Swag
Booth swag included an injection style pen sporting the company logo and a glass cleaner cloth with one of the Java is Cured characters.

Survey & Giveaway
Booth staff used our prescription pad format surveys to 'diagnose' visitors' Java development 'illnesses' and recommend the appropriate ZeroTurnaround 'cure'. This interactive experience helped map technical pain points to product solutions while maintaining the campaign's humorous medical metaphor. It also provided an effective way to qualify visitors based on their needs,. Determining whether the next step should be a product demo, a technical discussion with an expert, or a higher-level business conversation.

Survey & Giveaway
Booth staff used our prescription pad format surveys to 'diagnose' visitors' Java development 'illnesses' and recommend the appropriate ZeroTurnaround 'cure'. This interactive experience helped map technical pain points to product solutions while maintaining the campaign's humorous medical metaphor. It also provided an effective way to qualify visitors based on their needs,. Determining whether the next step should be a product demo, a technical discussion with an expert, or a higher-level business conversation.

Survey & Giveaway
Booth staff used our prescription pad format surveys to 'diagnose' visitors' Java development 'illnesses' and recommend the appropriate ZeroTurnaround 'cure'. This interactive experience helped map technical pain points to product solutions while maintaining the campaign's humorous medical metaphor. It also provided an effective way to qualify visitors based on their needs,. Determining whether the next step should be a product demo, a technical discussion with an expert, or a higher-level business conversation.

Digital Marketing
The Java is Cured campaign's success at JavaOne led to its adoption across ZeroTurnaround's broader marketing efforts. We created banner ads and animated GIFs for online advertising, while also customizing ZeroTurnaround's social media profiles with campaign-themed headers and graphics.

Digital Marketing
The Java is Cured campaign's success at JavaOne led to its adoption across ZeroTurnaround's broader marketing efforts. We created banner ads and animated GIFs for online advertising, while also customizing ZeroTurnaround's social media profiles with campaign-themed headers and graphics.

Digital Marketing
The Java is Cured campaign's success at JavaOne led to its adoption across ZeroTurnaround's broader marketing efforts. We created banner ads and animated GIFs for online advertising, while also customizing ZeroTurnaround's social media profiles with campaign-themed headers and graphics.

Results

The Java is Cured campaign successfully established ZeroTurnaround's brand presence in the developer community while supporting the marketing objectives for JRebel and LiveRebel products. The campaign's impact extended well beyond its initial JavaOne debut, demonstrating its effectiveness through sustained use and adoption across multiple channels.

Conferences

Conferences

Conferences

Flexible Campaign
The "Java is Cured" campaign was repurposed for the next year worth of tech conferences ZeroTurnaround attended worldwide.

Flexible Campaign
The "Java is Cured" campaign was repurposed for the next year worth of tech conferences ZeroTurnaround attended worldwide.

Flexible Campaign
The "Java is Cured" campaign was repurposed for the next year worth of tech conferences ZeroTurnaround attended worldwide.

"Java is Cured" campaign in the wild
ZeroTurnaround team at a smaller conference showing the continued use of the Java is Cured campaign beyond JavaOne.

"Java is Cured" campaign in the wild
ZeroTurnaround team at a smaller conference showing the continued use of the Java is Cured campaign beyond JavaOne.

"Java is Cured" campaign in the wild
ZeroTurnaround team at a smaller conference showing the continued use of the Java is Cured campaign beyond JavaOne.

Beyond Events

Beyond Events

Beyond Events

Office Decor
The Java is Cured campaign found a permanent home long after its year-long event season was over, in the offices of ZeroTurnaround.

Office Decor
The Java is Cured campaign found a permanent home long after its year-long event season was over, in the offices of ZeroTurnaround.

Office Decor
The Java is Cured campaign found a permanent home long after its year-long event season was over, in the offices of ZeroTurnaround.

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