Zendesk AI Summit 2025
Summary
Art direction for AI Summit 2025, Zendesk's event on AI and customer experience. I supported one of three parallel creative teams, then consolidated the direction that was chosen.
Services
Branding
Art Direction
Year
2025
Timeline
Q2 2025
Tools
Figma, After Effects, Gemini, Asana
Team
Francisco Loreto, Karen Santiago, Alejandra Salas, Natalia García, Fernando Peña and Constanza Carbajal (Brand Designers), Hubert Guy (Lead Art Direction Designer), Victor Durán (Creative Director)
Context
AI Summit is Zendesk's dedicated event on artificial intelligence and its impact on customer experience. The 2025 edition mattered because it marked Zendesk's entry into the agentic AI era, presenting a renewed company built around the AI direction it had started shaping in 2024.
Insights
Three teams exploring three directions in parallel produced a more resilient concept than one linear process would have. Parallel exploration front loads the risk instead of surfacing it late.
The Problem
The Creative Studio needed a visual direction strong enough to carry Zendesk's AI positioning at a major summit, with no certainty upfront about which of the three would land.
The Solution
I worked as one of six brand designers in the Zendesk Creative Studio, under creative director Victor Durán and lead art direction designer Hubert Guy. I supported the direction of one of the three teams during exploration. Once a single direction was chosen, I consolidated it, tightening the concept into a coherent system the event could run on.
The Outcome
AI Summit 2025 drove more than 21,500 registrations, a 52% increase year over year, and generated $5.5M in pipeline, with one identity across the event.
