VMworld is the largest event in the cloud computing industry. I led the event branding project as a Design Director with Larsen, Menlo Park. I created a flexible, yet coherent visual program, that turned the Moscone Center into a unique, vibrant and compelling event experience across all touch-points–from name badges to web sites, from billboards to the conference guide, and everything in between. The unique branding resonated with VMware's customers and helped turn attendees into VMware brand advocates. It resulted in a record attendance of 21,000 in San Francisco, 10 % increase over the previous year.