SUBOPTIC

Conversations that shape global connectivity

problem

SubOptic is the world’s leading conference for undersea cable technology. But it needed to evolve for a new generation of attendees. It faced clear challenges: -The brand felt static for a rapidly changing technical field -Messaging didn’t capture emerging topics like AI, climate and sustainability -Event collateral wasn’t clearly localised for varied audiences -No consistent identity to connect keynotes, workshops, exhibition and global chapters

solution

I led the brand refresh and digital event platform to make SubOptic feel relevant, inclusive and forward-looking. Positioning & Messaging -Defined key themes: sustainability, deep tech (AI, sensing), global reach and next-gen workforce -Built framework to tie Lisbon 2025 to member missions: permittivity, sharing, sustainability, and subsea awareness Visual & Identity System -Refreshed logo usage with dynamic dots and gradient—signalling connection and depth -Crafted iconography and colour palettes aligned with ocean imagery and digital transformation -Set assets for consistency across programs, signage and sponsorship displays Digital Experience & Content -Designed event website with smooth localised registration flows and multi-session browsing -Created templates for speaking sessions, poster displays, masterclass listings, and roundtables -Developed a content hub to support pre-event momentum and post-event resources

I gave SubOptic 2025 a voice and visual system that connects people—across tech, sustainability and regions, to the future of subsea infrastructure.

I began by mapping the core pillars: subsea tech, sustainability, talent and global community. I reshaped messaging to highlight pressing topics—AI, carbon footprint, and inclusive networks. This gave the brand both depth and urgency 

Visually, I introduced a system based on marine gradients and dynamic dot patterns to show connectivity in the ocean. The refreshed look was flexible enough to localise, from Lisbon to regional Wave sessions .

Online, I rebuilt the digital platform. The event website now allows visitors to browse speakers, sessions, and register with seamless UX. It hosts resources before, during, and after the conference, making SubOptic a year‑round hub

impact
The updated brand and platform launched SubOptic into a new era:

Clearer engagement with 800+ attendees, 200+ speakers, 50+ exhibitors
Unified tone and visuals across sessions, guides, decks and digital presence
Stronger focus on sustainability and talent through SubOptic Foundation & WAVE initiatives
Member feedback praised the new structure and expanded reach

year

2024

timeframe

5 months

tools

Figma, Webflow, Illustrator, InDesignw