Environmental design system for Cloudflare SKO 2026

Project role: Creative Lead
Team: Arturo Ferrer (Motion Design), Aishwarya Sadasivan, Emi Yasaka, Eunice Giles (Brand Design), Susan Olsen (Creative Director), Raquel Alverez (Project Manager)

Cloudflare’s 2026 Global Sales Kickoff brought over 1,000 global sales team members to Resorts World in Las Vegas across three days of keynotes and sessions. To elevate the experience, I created a high-energy environmental design system, reimagining Cloudflare’s core visual identity with a dynamic and immersive twist tailored for large-scale spaces.

Video credit: Eunice Giles

The challenge

Brand needed to develop fresh creative for Cloudflare's annual Sales Kickoff event. For 2026, the company planned its biggest in-person kickoff yet — held in Las Vegas and spanning multiple locations, including Resorts World's 4,000-seat theater and conference space, entertainment venues like House of Blues and Atomic Golf, a massive nightclub, and numerous breakout rooms.

The creative needed to be scalable, delivering visuals that could feel as vast and cinematic as the spaces it would decorate, while still rallying thousands of employees and staying unmistakably Cloudflare. Creatively, the main challenge became developing something that felt new, while being limited to our signature font and brand color palette.

Theme

Working alongside the Events team, the brand team was asked to translate core event themes into a comprehensive visual system. The creative directions of my concepts were top preference, though the theme was still evolving with the Events team.

Initial theme: Own the edge
The original theme brought to us served as a literal and metaphorical nod to Cloudflare's edge network. In the primary creative, typography rests on a horizon line representing "the edge." A glowing convergence point emits light toward the viewer, symbolizing the rapid flow of data from the network to the user.

Final direction: Own it: Be fast. Be first. Be fearless.
After feedback from Cloudflare's co-founder, the story shifted from selling Cloudflare's technical functionality to a broader call to action for the entire company. The final messaging aimed to challenge the sales team to move as fast and boldly as the network itself.

Background elements

The creative utilizes the core elements of the Cloudflare brand — a warm, very orange color palette, the Inter typeface and glowing curvatures which come from the flare within the cloud in their logomark. Setting it apart is the addition of raspberry, motion blur, and overlaid textured background elements to create more depth, movement and energy than our standard gradient.

Final creative

Light rays created by Aishwarya Sadasivan

Built on my core structural concept, the final creative incorporated gradient light rays from a team member’s exploration. Combining these elements elevated the visual depth, resulting in a more immersive and high-energy design that could scale.

Animations by Arturo Ferrer

To transition the system into the physical venue, our motion designer expanded the design into full-motion graphics optimized for a high-impact theatre setting. Above is a visual mockup showing how the identity translated to the actual Resorts World Theatre stage layout.

The experience

The experience was met with much praise at all levels. The Events team led the logistics and messaging, while Brand directed the creative brand experience. I established the core creative toolkit and guidelines for designers and agency partners. After that, my team took the wheel, executing and shipping the assets across all deliverables and spatial activations, while I pivoted my focus to Cloudflare's Impact Report. 

The event activations included booths, massive digital screens, wayfinding signage and more. Once the event was in progress, I was on the ground assisting with last-minute changes to presentation decks for our sales teams, CEO and COO. 

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