Jess Law - Red Hat

Red Hat Summit 2022 | evergreen art direction and concepting

Red Hat Summit is the premier open source technology event for thousands of IT professionals to innovate and focus on high-performing Linux, cloud, automation and management, container, and Kubernetes technologies. It brings information, access, and inspiration—each unlocking the door to progress. Whether through a conversation that sparks an idea, a demonstration that bridges understanding, or a presentation that creates a connection. In the end, that’s the real goal: progress, not perfection.

This year, our goal was creating an evergreen approach that could grow brand recognition while being flexible to the ever-changing needs of a tech conference. My vision was a design that leaned fully into bold colors, pushing our brand to new space by evolving the previous year's geometric type treatment into an abstract canvas and zooming in at specific levels of those shapes to allow them to occupy a supporting role while bringing attention to messaging.

My goal:

At Red Hat, we believe that open source includes everyone. So it was important that our evergreen design and assets were perceivable and understandable to everyone who interacts with them. This applied to our website, social media and advertisements, collateral, videos, & more. I broke down the accessibility combinations that meet AAA and AA standards to help designers better understand how to ensure assets made using the kit of parts were fully accessible and included an interactive chart they could customize to suit their given palette.

Creative Director: Joseph Schlosser Art Directors: Jess Law, Stephanie Whedbee Design Lead: Ruben Moreno Designers: Boo Boo Howse, Clara May Copywriter: Leah McCann Assoc. Creative Director-Animation: Laura Walters Sr. Motion Graphics Designers: Drew Carrow, Jingky Gilbert, Eric Kramer Sr. UX Designer: Adam Thornburg UX Producer: Carrie DaSilva Jr. Motion Designer: Payton Osborne Sr. Graphic Designer: Alex Traboulski Graphic Designer: Allona Wilkerson Producer: Rachel Rooney Mgr., Digital Content Strategy: Scott Vogelsberg Content Strategist: Ruka Osoba Global Events Lead: Cody York Mktg. Communications Specialist: Lauren Edwards Project Mgr: Ashley Lowe Acct. Mgr: Foss Johnson Assoc. Acct. Mgr: Meredith Smith

Summit 2022 | alternative text project pitch and execution

Alternative text (alt text) is a brief description of an image that is read by screen readers to provide context of the image for users who may use screen readers for visual or cognitive support. We featured alt text for the first time on Red Hat social media for Innovation Awards and select Summit posts. Alt text increases web accessibility for visually impaired users, and the additional context it provides can also enhance search engine optimization and text-only browsing.

The best alt text is brief – screen readers are typically limited to under 125 characters. It should describe the image as specifically as possible and with consideration of the context of the text it accompanies. In this recent example, the background art is abstract rather than illustrative. Here, the alt text was used to repeat the text of the ad, which was part of the image and unable to be picked up by the screen reader and was not repeated in the caption.

The goal:
> Engage associates and audience alike at all levels of ability to feel connected with Red Hat and each other
> Reflect Red Hat’s values (freedom, courage, commitment and accountability)
> improve our user experience on social platforms

Designer: Boo Boo Howse (Summit graphic), Copywriter: Leah McCann, Alt text: Jess Law

Summit 2022 | Chris Wright Keynote

Collaborative effort with Animation in storyboarding for Chris Wright's Keynote

Prompt:

Red Hat CTO Chris Wright will present his technological vision for modern enterprises, and ask attendees to reimagine what they believe is possible at their organizations so that they can build the future they want.

Wright will do this by sharing his vision of a distributed system that blends the physical and virtual worlds, and creates richer insights so that enterprises can be smarter, sustainable, and more secure.

Designers: Jess Law, Drew Carrow, Payton Osborne

Fedora new hire kit | art direction and execution

Designing new hire fedora kit should engage new associates and give them a glimpse of what Red Hat culture looks like. These kits are mailed to new hires in their first 30 days at Red Hat. It replaced distribution through New Hire Orientation. I provided branding concepts for swag kit, including stickers, customized notebook, explanatory postcard, and box design. All branding concepts were aligned to Welcome to Red Hat overall concept / onboarding brand.

The goal:

> A first look at our culture and what it means be be a red hatter
> Welcome new associates both near and far to feel like a part of our community and culture

Custom Red Hat New Hire Box, Black box with Red hat logo on outside and repeating pattern of logo inside

Image of Red Hat New Hire box on desk, open with fedora inside

We are Red Hat Week 2021 | art direction, concepting and execution

Each year, we set aside one entire week so that Red Hatters around the world can come together and celebrate what makes Red Hat, Red Hat: our brand, culture, and people. WARHW started as “Brand Week” in 2007 when the company had less than 10,000 employers to inspire and engage associates with the Red Hat brand. The event has grown each year, and it is now our largest internal event.

The goal:

> Celebrate our brand, culture and people
> Engage Associates to feel connected with Red Hat and each other
> Reflect Red Hat’s values (freedom, courage, commitment and accountability)
> Increase visits to WARHW on The Source
> Participation in individual WARHW activities
> Engagement with Life@RedHat social media (metrics: likes, shares, etc.)

We are Red Hat Week 2021 Shirt

We are Red Hat Week 2021 Social asset

We are Red Hat Week 2021 email banner

Open Culture Guide | People illustrations

Red Hatters rely on many different resources to get stuff done. That’s because navigating the “unknown terrain” of our open culture isn’t easy! So we’re looking to bring together the best elements of all these guides, into one easy-to-use reference that makes all of that wisdom and many of the supporting tools available both inside and outside of Red Hat.

Our goals:
Unify all resources into one, simple, self-service guide… while connecting people to expert advice and support, when needed. Reduce the fear and trepidation that Red Hatters experience when trying to communicate to internal audiences and get stuff done--especially difficult stuff. “Level set” on what Red Hatters can and should expect of each other. Provide right-sized, step-by-step processes (with cultural advice and explanation) for gathering input, sharing information, and making and communicating decisions and changes. Reduce the temptation to use the Open Decision Framework as a “weapon” or rule book to cite when you dislike someone’s decision,
or as a “shield” from criticism of your decision. Provide a friendly and practical guide that scales our open culture with Red Hat’s growth. Make it available on redhat.com, forkable, and translated into many languages!

Group of Red Hat Employees, text reads: Our commitment to diversity, equity and inclusion for all

Older man with walking assistant pointing at check button to select, text reads: The Open Communications Tool

Native American Woman in blue jeans, red shoes and white shirt pointing at button, text reads: Who is your Audience?

Asian Man in white shirt with white shirt and red shoes looking at button, text reads: Your results are ready!

Black woman in wheelchair pointing at check button, text reads: The Open Communications Tool

Woman in teal shirt, teal shoes, and blue jeans sitting on large red cube pointing at check button, text reads: The Open Decisions Tool

OlderMan in wearing glasses, Teal polo and green pants, looking at text that reads: Your project results are ready!

Black woman in white polo and teal pants, pointing to text that reads: Question 1, Do you anticipate resistance to your project?

Older woman with arms crossed, wearing teal shirt and skirt, looking at text that reads: The Open Decisions Tool

Accessibility in visual design | self-initiated team education session and resource deck

As designers, we have the ability to take information and make it more accessible to a broad audience. However, if we aren’t thinking about what being fully accessible may look like for various audiences, or how to test our work, we are doing a disservice to ourselves and the audience we are trying to reach.

My goal:

I set out to create a learning path for colleagues to better understand the value of making our work accessible. I wanted to ensure that it was easy to follow, concise, inclusive of multiple types of learning styles and full of continuing education resources that would encourage consideration and curiosity.

Copywriter: Paula Dickerson

Chairman's Award | art direction, new physical award design, asset execution

The Chairman's Award celebrates associates who are true Red Hatters. They're role models. They work hard to do what's right for our customers and to make a tangible impact on our business and culture. They live the Open Management Practices. They are technical or functional experts. They are the walking, talking embodiment of Red Hat's values.

The goal:

The Chairman's Award is a peer-nominated program, giving everyone the opportunity to recognize the incredible talent and efforts of their Red Hat colleagues. I wanted to create an award worthy of display. Unfortunately, the global pandemic affected material availability in 2020 and the award was produced in Maple. However in 2021, the award finally saw its original intent and was produced in an anodized aluminum and laser etched with the recipient's customized congratulations message. Upon completion, our goal was to create a fully usable kit in order for this project to be able to executed by agencies and production teams alike.

Award designed in sketchup

layout of all awards

Swag kit for winners

Yearbook that fits in the lid of the box containing the award itself

Summit 2021 Life at Red Hat social promotion | asset creation

2021's theme emphasized the value of uplifting the perspectives of attendees by positioning Red Hat Summit as the place where they’re heard.

The goal:

The Life at Red Hat (LARH) social media channels are uniquely positioned to support Summit’s employee advocacy angle. The channels wanted to build Red Hatters’ understanding of the Red Hat Summit news and vision and its meaning for our business. The secondary goal was highlighting Red Hat as a tech employer of choice through associate amplification and key employer content.

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Photo maker

Associate Creative Director: Joseph Schlosser, Art Director: Stephanie Whedbee, Copywriter: Jen Hasty, Designers: Ruben Moreno, Clara May, Boo Boo Howse, Jess Law(Life at Red Hat) Project Management: Ashley Lowe, Animation: Jingky Gilbert, Photography: Jason Arthurs, Platform Agency: Rain Focus

Where you work | People illustrations

Over the past two years, our company has grown, teams have experienced organizational changes, and associates have made permanent personal moves away from their pre-COVID locations. As a result, we’re taking steps to adjust our office spaces to accommodate our current workforce. The new Red Hat Reserve platform powers your ability to work when, where, and how you want.

Our goal:

Red Hat had an opportunity to evolve our ways of working to better enable collaboration, connection, and inclusion around the world. Through more innovative work spaces, adaptable technology, and new social norms, we work better together and provide the best experience for our associates, teams and customers.

Creating work profiles provided consistent resources, policies, and practices across the organization that continue to support different ways of working.

Return to office wayfinding signage | Art direction, People illustrations, and content brainstorming

Red Hatters who are willing and able to return to offices after months of working from home. We need to prepare these associates for a safe and healthy return. We want to engage associates through wayfinding and signage that will assist them with the new norms they will encounter when they return to the Red Hat offices.

These signs need to be editable in google docs for regional translation and use.

Creative strategists: Zachary Henderson, Tara Clinton