Trademark Solution

Webflow Conf was more than just a conference. After being fully digital during the throes of the Pandemic, this year’s Webflow Conf was rooted as an in-person event, but included a completely virtual track as well, to mix and mingle live yet reach thousands of loyal users worldwide.

The Details

• Brand Vibe: To bring Webflow’s brand to life and make sure the savvy, techy designer vibe of the Webflow community came across loud and clear, Trademark Events chose an unforgettable venue that conveyed all of these elements: The Midway in San Francisco.  The Midway, located in one of San Francisco’s most cutting-edge neighborhoods,  is a dynamic and interactive 40,000 square foot urban canvas of innovation where everyone is invited to explore, create, engage, feel and be inspired.  With design and aesthetics at the forefront, and a mix of what’s next in tech, art, music, food and creativity, the space was the perfect reflection of Webflow’s dynamic user community. 

• Creativity: Trademark created a “Grow with the Flow” demo area and educational session. Packed with plants and trees and bathed in undulating green lights, the room gave opportunities for users and company experts to share stories and knowledge in a room that felt less like a conference area and more like a swank club.

• Community: Trademark created a huge community showcase –  a large installation that combined elements of Webflow’s brand with multiple dynamic and scrolling screens to draw attendees in. 5 outer screens rolled videos that shared corporate information and product details or educational snippets from the show, while the center large screen showcased design from community users – curated in real time, and from anywhere in the world.  Trademark included a QR code on the bottom of the screen that enabled people to easily send in the websites that they’d designed using Webflow. On the backend, staff captured the site elements from a website (created with Webflow) and highlighted them dynamically, in real-time, on the interactive display.

• Activation: The event went beyond users to also embrace partners and sponsors in creative activations. For instance, for sponsor Weglot, a company that makes it really easy to translate and localize sites into different languages “like magic”, Trademark designed an escape room whose clues were in unintelligible languages. Only with a blacklight could participants decode the messages and make their escapes. In an effort to be as inclusive as possible for people who couldn’t be in person at the conference, an online game was provided for virtual attendees that included the same “black light” elements.  

Success

• Attendance blew expectations out of the water. The industry event from the prior year had 18K registrants, while this year’s user conference had 600 in person attendees and 28,000 online attendees.

• Reach was phenomenal – and included built-in advocacy – because Webflow invited users to share feedback and news from the event in real time to their sizable online follower networks.