Atlassian’s Team conference is the company’s annual flagship event. 2021 represented a critical rebranding of their prior conference, Atlassian Summit. The event, whether digital or in person, is a key platform for engaging Atlassian’s core customer base, attracting new audience segments, showcasing new products and solutions, and amplifying the company’s thought leadership in the market. 

The event team and its agency partners set out to establish a strategy for Team ‘21 based on feedback from Atlassian Summit. The team cut back on employee engagement features and focused on incorporating the strongest content possible, with the objective of achieving a rigorous set of success metrics. 

The event team and agency partners were committed to delivering a well-rounded experience that would appeal to a broad audience and ultimately, inspire new ways of working.