RSA25 — Joel Hawkins, design lead

15+ years helping brands build, transform and communicate. Team lead on brand systems, governance, multi-channel campaigns, and live experiences. Open to design lead roles.

Selected Brands

Beatport
MACHINE
Magical Threads
Marriott
Optiv Security
Outreach International
RED Cameras
Singularity University
Steelcase
Toyota

Brand Footprint at RSA

Optiv Security

2025

Creative lead for Optiv’s presence at RSA 2025 in San Francisco, one of the largest gatherings in the security industry. The event theme, ‘Cybersecurity, Simplified,’ was built on the newly launched Optiv Market System, which I owned after launch, extending it across sales, web, and events and approving its use across teams. I directed the designers who carried the theme through three spaces with three different jobs: the booth on the show floor, built to draw traffic in a crowded hall; an after-party venue for attendees and partners; and an executive lounge with private meeting rooms. I reviewed and approved the work throughout and managed vendors at all three spaces, keeping the brand consistent at three different scales.

 Concept + Messaging
 Design System
 Creative Direction
 Booth Design
 Optiv Market System Extensions
 Vendor Management
 After-party Venue Branding
 Executive Lounge Design
 Wayfinding + Signage