The opportunity

Before 2025, Anthropic had never launched a physical event—but its audience continued to grow exponentially, and users were more eager than ever to gather in person to hear from Anthropic’s brilliant product specialists and creators. Keeping up with its competitors meant creating an inspiring, collaborative environment designed to spark connection and fresh ideation—enabling the next-generation of developers to seamlessly embrace Anthropic’s key product, Claude, into their professional workflows. Our goal: demonstrate Claude's advanced capabilities through hands-on experiences that showcase the unique possibilities of today, where developers actively build solutions, establishing Anthropic as the trusted partner for AI innovation.

The work

In tight collaboration with Anthropic, we brought to life Code With Claude, Anthropic’s inaugural developer conference. Occupying every square inch of the San Fransisco arts venue, The Midway, we designed and built spaces that conveyed the warmth and humanity of the Anthropic brand—complete with interactive digital experiences, community areas for conversation and connection, and laboratory-like environments for workshopping and coding with next-gen technology minds.

As Creative Director, I oversaw all aspects of the experience and led a multi-disciplinary team to establish a spatial design system that deployed Anthropic’s elegant and refreshingly human visual branding. From physical geometry of build elements, to typographic treatments, large-scale graphic applications in the space, and interactive experiences on screen—the Anthropic brand deepened immensely over the course of this initiative.

Leaning heavily into a retro-modern spatial vibe and a deceptively simple, hand-chiseled shape language, the designs offered warmth and an approachable personality, coinciding with Anthropic’s human-centered ethos and spirit of safety in AI technology. Small scenic details brought texture to the space, such as organic ceramic vases, wooden fidget games and delightful greenery.

The outcome

Over 500 hand-selected attendees joined Anthropic in its historical moment as an AI company, connecting first-hand with leading Anthropic subject matter experts and witnessing brilliant product launches and demonstrations in real-time. Anthropic marked a milestone as a serious force in the AI space, all while establishing a scalable design system to leverage for physical events in the immediate future.