Red Hat 
Making the unmistakable
Two titles, one through line. What started as executing on brand guidelines became defining them, shaping how culture, voice, and values showed up everywhere the company had a presence. Consistency wasn't the ceiling here, it was the foundation for something bigger: a brand that could scale without losing what made it Red Hat.
ART DIRECTION
Red Hat Summit 2022
Thousands of IT professionals. Dozens of tracks. Three days where one brand has to hold together on a 40-foot keynote screen and a 2-inch badge.
The stakes are high. Inspire an audience. Captivate a customer. Spark an idea, bridge understanding, create a connection. Inspiration meets innovation to unlock what's next.
Geometric type fractured and zoomed into a fully abstract canvas, becoming pure color and form. That canvas cropped and recolored across every format, from signage to social to badges, and still read as one family. Every AAA and AA color combination was mapped into a chart designers could customize to their own needs.
A foundation built to keep evolving year after year instead of starting from zero.
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
ALT TEXT
Red Hat Summit 2022
Screen readers get about 125 characters to describe an image. Most social posts gave them zero.
When a message lived entirely in abstract art or text baked into an image, a screen reader had nothing to read and that audience was left out of the post completely.
Alt text was introduced to make Red Hat social accessible to anyone using a screen reader. When the message lived in text baked into the image, that text became the alt text itself, since a screen reader couldn't otherwise catch it. Captions stayed clean and separate, so nothing repeated twice.
The result: an audience of every ability, actually reached.
Image of Red Hat Twitter Feed, Innovation Awards 2022 post, red diamonds on a black background, text reads " Who inspired you? Cast your Vote Now.
Designer: Boo Boo Howse (Summit graphic), Copywriter: Leah McCann, Alt text: Jess Law
CHRIS WRIGHT KEYNOTE
Red Hat Summit 2022
Storyboarding the Future of Enterprise
Collaborative effort with the Animation team, bringing Red Hat's technological vision to life
Red Hat CTO Chris Wright needed his Summit keynote to do more than present a vision, it needed to move attendees to reimagine what's possible at their own organizations. Storyboarding partnered directly with Animation to translate Wright's concept of a distributed system blending the physical and virtual worlds into a visual narrative, one built to make enterprises feel smarter, more sustainable, and more secure not just as a pitch, but as a future people could see themselves building.
Designers: Jess Law, Drew Carrow, Payton Osborne
CULTURE FIRST LOOK
Fedora New Hire Kits
When New Hire Orientation stopped being the front door, the new hire kit had to become it. Mailed directly to new associates within their first 30 days, the kit was built to deliver a first impression of what it means to be a Red Hatter, no matter where someone was joining from. Art direction shaped every touchpoint: sticker designs, a customized notebook, an explanatory postcard, and the box itself, all aligned to the broader Welcome to Red Hat onboarding concept. The result was a physical, tangible welcome that made distance irrelevant to belonging.

Custom Red Hat New Hire Box, Black box with Red hat logo on outside and repeating pattern of logo inside
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
Image of Red Hat New Hire box on desk, open with fedora inside
EMPLOYEE CULTURE CELEBRATION
We Are Red Hat Week ​​​​​​​
What began in 2007 as Brand Week for under 10,000 employees grew into something far bigger: a full week where Red Hatters worldwide come together to celebrate the brand, culture, and people that make Red Hat, Red Hat. 
Concepting and art direction shaped an experience built to reflect the company's core values, freedom, courage, commitment, and accountability, while giving associates real reasons to engage: more visits to the event hub on The Source, stronger participation across individual activities, and higher engagement on Life@RedHat social channels. Culture isn't declared, it's built one week, one activity, one shared moment at a time.
We are Red Hat Week 2021 Shirt
We are Red Hat Week 2021 Shirt
We are Red Hat Week 2021 Social asset
We are Red Hat Week 2021 Social asset
We are Red Hat Week 2021 email banner
We are Red Hat Week 2021 email banner
PEOPLE ILLUSTRATIONS
Open Culture Guide
Navigating Red Hat's open culture wasn't hard because the wisdom didn't exist, it was scattered across too many guides to find. People illustrations gave the unified guide a human face, helping Red Hatters feel less fear and more confidence when tackling the hard conversations: gathering input, sharing decisions, and holding each other accountable to shared expectations. Built to scale with the company's growth, translate across languages, and live openly on redhat.com, the guide turned abstract culture into something people could actually see themselves in.
Group of Red Hat Employees, text reads: Our commitment to diversity, equity and inclusion for all
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
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?
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!
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
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
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!
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?
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
Older woman with arms crossed, wearing teal shirt and skirt, looking at text that reads: The Open Decisions Tool
DESIGNER EDUCATION
Accessibility in Design
Good design that isn't accessible design is a disservice, to the audience and to the work itself. This session was built from scratch to close that gap, giving colleagues a learning path that was easy to follow, mindful of different learning styles, and packed with resources to keep the curiosity going long after the session ended. The goal wasn't just awareness, it was giving every designer the tools to test their own work and the confidence to ask "who might this leave out?" before shipping. Accessibility became less of a checklist and more of a habit.
Copywriter: Paula Dickerson, Designer + Writer: Jess Law
AWARD DESIGN + CREATIVE DIRECTION
Chairman's Award
The Chairman's Award recognizes the Red Hatters who live the company's values out loud, and the physical award needed to feel as significant as the recognition itself. Original intent called for anodized aluminum, laser-etched with each recipient's personalized message, but a global pandemic and material shortages meant 2020's award shipped in maple instead. By 2021, the design finally reached its original vision, delivered in aluminum exactly as planned. Beyond the object itself, the project became a fully documented kit, built so any agency or production team could execute it consistently, turning a one-off design into a repeatable standard.
Award designed in sketchup
Award designed in sketchup
layout of all awards
layout of all awards
Swag kit for winners
Swag kit for winners
Yearbook that fits in the lid of the box containing the award itself
Yearbook that fits in the lid of the box containing the award itself
SOCIAL PROMOTION ASSETS
Red Hat Summit 2021
Summit 2021's theme put attendees at the center, positioning the event as the place where their perspectives are heard, not just presented to. Assets created for the Life at Red Hat social channels gave that idea a place to live, helping Red Hatters understand all the latest Summit news, vision and what it meant for the business, while employee amplification did double duty: reinforcing Red Hat as a tech employer of choice. The story wasn't told at Red Hatters, it was told through them.
Discover your future
Discover your future
Daily Red Hatters' recap
Daily Red Hatters' recap
Photo maker
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
PEOPLE ILLUSTRATION
Where You Work
Two years of growth, organizational change, and associates settling into new homes meant the old way of working no longer fit. People illustrations gave the new Red Hat Reserve platform a human face, helping associates see themselves in flexible work profiles built around consistent resources, policies, and practices, no matter where or how they chose to work. The goal wasn't just enabling flexibility, it was making sure connection, collaboration, and inclusion scaled right alongside it.
WAYFINDING illustrations + CONTENT CONCEPTING
Return to Office 
Remote work during Covid meant returning associates needed more than open doors, they needed guidance through new norms they'd never encountered in these spaces before. Wayfinding and signage were built around people illustrations and clear and quippy content to help associates navigate health and safety expectations with confidence, not confusion. Every asset was built editable in Google Docs from the start, ensuring regional teams worldwide could translate and adapt the signage for their own offices without waiting on a central team. Safety became something associates could see and understand at a glance, in whatever language met them there.
Creative strategists: Zachary Henderson, Tara Clinton, Content Writer: Zachary Henderson, Jess Law Designer: Jess Law
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