As Tableau’s 2014 Conference comes home to Seattle, DK uncovers the beauty and simplicity behind data.


Tableau, a Seattle-based software company, has experienced dramatic growth over the past few years. As a result, DK was tasked with bringing simplicity and humanity back to the art of interpreting data to make the world of data more accessible to the masses.

In the summer of 2014, Tableau brought their annual customer conference back to their hometown of Seattle. By showcasing thought leaders in the data industry, product demos and case studies, the conference has experienced much success and doubled in attendance year over year since its inception.

Starting with the logo and name, the identity of the conference was revamped to reflect a fresh look and feel. DK recommended that the name of the conference itself be changed from "Tableau Customer Conference" to simply "Tableau Conference" to reflect the broader reach of the products and increasing number of conference attendees.

DK created a visual language that played up the human side of data with provocative, handwritten statements and bright, playful colors. The goal was to get people excited about the conference and inspire a new way of thinking about data. The design played up themes from the Northwest, where city life mingles with the outdoors and art meets technology. DK highlighted the beauty within data by creating stimulating graphics and illustrations inspired by data visualizations.

This visual identity was implemented on the conference’s website, which also received some improvements with a reshaped user experience for visitors. Starting with the information architecture, the site was simplified and reorganized to make it easier for attendees to get the most out of their visit. The design implements the bold, bright and playful visuals to show that this conference is anything but boring. People are at the forefront of the experience, reinforcing that for Tableau, whether it's prominent keynote speakers or Tableau customers themselves, data is more than just numbers.