VAST Data is the AI data platform behind some of the world's largest GPU clouds and AI factories, backed by NVIDIA. As Creative & Design Director I lead the brand across everything it touches: product visuals and motion, global events and booths, merch people actually keep, and campaigns adapted for every region the company sells in. I build both the system — design libraries, playbooks, AI-assisted production pipelines that once localized a campaign for 127 cities in three days — and the craft: posters, pins, environments, the small objects that make a data company feel human.
A booth kiosk photographs the visitor, an AI pipeline redraws them as a VASTronaut in the brand's illustration style, and a printer hands them a personal die-cut sticker sheet minutes later. The demo is the giveaway: a live AI pipeline presenting an AI company. The stickers then travel the hall on laptops, doing the advertising for us.
An anniversary identity built around a cast-glass "10", with milestone pins for five- and ten-year veterans and excellence award cards for the people behind the growth. At the sales kickoff, top performers got personal banners raised above the stage like retired jerseys — the kind of recognition people photograph and keep.
"Custom Hats Made Here": a live press station where visitors pick an embroidered patch — tech in-jokes, event marks, geeky one-liners — and have it pressed onto a cap on the spot. Personalization turns a giveaway into an object with a story, and the queue itself becomes an audience for the demos nearby.
An enamel pin series built around VASTronaut, the brand's astronaut mascot, with editions minted per event and tiers worth hunting for. Engineers turn out to be devoted collectors: the character is recognized across the show floor, and each new edition gives visitors a reason to come back to the booth at every event.
Four claims, four posters: AGENTIC, UNIFIED, SOVEREIGN, INSTANT. Each renders the V mark in a different material — wireframe hologram, particle swarm, cast glass, pure light — and pairs it with a single line of product truth. Printed on heavy stock as posters and collector postcards, designed to survive the trip home.
Booth design and event presence across ISC, SC, and the major APAC and EMEA shows — LED architecture, demo stations, an inflatable VASTronaut, and branded environments down to office interiors and ping-pong paddles. Behind it sits a system: a playbook that plans every show as five parallel tracks — brand, technical depth, play, care, and people — so any regional team can deliver the same experience.
VAST is a global brand, and we take localization seriously: campaigns are adapted for each region across roughly 100 countries — language, typography, cultural moments and local team presence included. Wherever the brand shows up, it speaks the audience's language, visually and literally.
