Airtable
Airspace
Every builder starts with a fragment — a bit of an idea, a hunch, a half-formed workflow. Airtable exists to help that fragment become something whole.
Airspace LA brought together 300+ builders and operators for a day of keynotes, live product demos, and a hands-on Buildathon. The event needed a visual identity that could scale from a stage keynote to a Slack invite to on-site signage, all while reinforcing Airtable's core belief that anyone can be a builder. Rather than a generic "tech conference" aesthetic, the brief called for something that felt native to Airtable's own product language. The challenge was translating an interface metaphor — grids, cells, relationships — into a spatial, physical experience that could speak at multiple volumes.
Process
Before Airspace found its shape, we explored four distinct directions — each testing a different way to visualize the same core ideas: fragments becoming structure and our brand system brought to life in a way that felt both recognizable and of the moment.
Design system
A flexible grid-and-node language anchors the system with modular units that compress into dense patterns or expand into open layouts. Typography stays structural and confident, precise without feeling clinical. And motion brings everything to life, with elements snapping and connecting the way fields do in an Airtable base.
Experience
300+ builders filled a converted LA warehouse for a day of keynotes, live demos, and a hands-on Buildathon. The system held up at every scale with grids and shapes working as well on warehouse-sized graphics as they did on badge lanyards and signage. Accent color stayed disciplined, showing up only where it needed to point somewhere. Keynotes opened with a short film on Airtable's AI-native business mission that put a stake in the ground for the brand and set the tone for the rest of the day.
