Trajectory: Building a Brand Identity

By Michael DeBiase   •   April 3, 2019


On April 8-9, 2019 we are holding our first annual event, at the Oakland Museum of CA! Because this is the first year we're hosting this event, we had to think about what to call it and what should it look like. We wanted a conference name that grabs the attention of all who hear it, fits the LaunchDarkly brand, and can grow with us in the years to come. Here's a look at the strategy we used to achieve our brand identity.


We asked everyone at LaunchDarkly to help brainstorm a name for the conference. All verbs, abstract nouns, fun space concepts, good ideas, bad ideas, etc were welcome. We had lots of suggestions and below were some of the top contenders:

Narrowing It Down

The marketing and design teams looked at all submissions and then voted on names we would move forward with in a round of user testing. Here are some of the names:

Trajectory brainstorm 1

And other useful keywords and phrases:

Trajectory brainstorm 2

Trajectory Conf - Continuous branding

Trajectory Conf - Deploy branding

Trajectory Conf - Dimension branding

Trajectory Conf - Discover branding

Trajectory Conf - Propel branding

Trajectory Conf - Trajectory branding

Survey Results

survey results - word cloud 1

survey results - word cloud 2

survey results - word cloud 3

survey results - word cloud 4

survey results - word cloud 5

survey results - word cloud 6

Trajectory design ideas

Logo Designs and More User Testing

Trajectory logo design 1

Trajectory logo design 1 survey response

Trajectory logo design 2

Trajectory logo design 2 survey response

Trajectory logo design 3

Trajectory logo design 3 survey responses

And the Winner Is..

Trajectory final website

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