RUSTAsia
Branding, website, app, print & experiential design for a premier developer conference in Hong Kong.
Overview
Our main challenge was launching Hong Kong's first major conference specifically for Rust developers. In order to attract a diverse audience from Asia and beyond, it was crucial to create an inviting brand and a smooth digital experience, including the website and later on, an attendee app. I led all design efforts, covering everything from from the initial branding concepts right through to the final conference materials.
My Role
Website, App & Graphics Designer
Team
1 Designer: Myself, 1 Product Manager, 1 Developer
Tools used
Figma, Adobe Illustrator, Adobe Photoshop
Year
2024 - 2025
Brand Identity
To build the brand identity, the aim was to create something instantly recognizable and welcoming to the Rust community. Incorporating Ferris the Crab, the beloved Rust mascot, immediately established familiarity and set a friendly, playful tone. This was paired with Rust's signature orange against neutral colours for a vibrant look that formed the basis for all other designs.
The Website
Having outlined the sitemap, I focused on designing an engaging, memorable experience for website visitors while making sure all key links are accessible and could be found easily.
Web App Design
Leveraging the Universal Design System, I designed a web app focused on simplifying key interactions like ticket management, event check-ins, and accessing live streams to create a smooth experience for the attendees.
Conference Materials
Finally, I extended the brand's visual language across all physical touchpoints, including print materials and merchandise. Consistently applying the core illustrations and brand elements helped create a unified and celebratory atmosphere for the Rust community gathering in Hong Kong.
