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BUCK, a leading global creative company, is thrilled to announce its collaboration with GitHub to craft an innovative visual design system for GitHub Universe '24, which will take place on 29-30 October.

After teaming up on last year's branding, BUCK was invited back to elevate the visual experience of GitHub's annual flagship event. GitHub Universe '24, themed "The World's Fair of Software," aims to capture the spirit of innovation of World's Fairs by bringing together the brightest minds in software development.

"As the tenth GitHub Universe, the event deserved a look that both celebrates this milestone and pushes the boundaries of the brands' original design," said Ward Graumans, Creative Director at BUCK. "Working closely with GitHub's design team, we set out to create a visual system that embodies the progressive spirit of the brand and the
developer community."

BUCK crafted comprehensive guidelines that blend existing and new brand elements, including shapes, colour palettes, typography, and logos—all influenced by features in code. Central to their concept are the "Monuments of Progress," an evolution of their previous 2D shape library. These monuments—whether standalone or as hero visuals—embody the brand's key pillars and feature icons, symbols, mascots, and playful insider references unique to GitHub.

“Buck continues to be an incredible partner, bringing taste, craft, story, and incredible attention to detail to everything we do together,” said Adam Walden, VP of Brand and Corporate Marketing at GitHub.

BUCK then brought these monuments to life through animations for the event assets and online campaign, even extending them into an introductory film that illuminated their stages. This collaborative effort united GitHub's design studio, event producers, and external partners to craft a complete Universe experience that resonated both online and in person.

Best of all, this design system continues to live beyond the event, serving as an evergreen toolkit for GitHub's communications moving forward.