Team '23

“We believe behind every great human achievement, there is a team.  Our mission is to unleash the potential in every team.”  – Atlassian Mission Statement

Fortune 500 companies and companies of all sizes rely on Atlassian software solutions to help their teams work better together and deliver quality results on time. 

It makes sense then that the company’s flagship event, “Team ‘23” was the ultimate teamwork experience, where attendees connected with leaders, innovators, and thinkers from around the world. Together they discovered solutions, skills, and ideas to transform how teams collaborate, power digital transformation, and drive cultural change. To embrace this spirit, Atlassian trusted the experience design experts at GPJ to create a unified event.  

With the theme “Impossible Alone. Possible Together,” GPJ rallied OUR team, and got to work, collaborating with Atlassian and partners to develop a cohesive customer journey.  From the “wow” entry moment, through surprise and delight experiences in the expo hall, the attendees were shown that there is “no task too large or too small with the right team, the right tools and the right practice.”   

In delivering on the attendee journey, we developed community spaces as a metaphor for coming together, to create better solutions and collaborative environments for their attendees and communities. These were designed with as many sustainable materials as possible, interwoven with community inspired thematics creating an environment that was teamwork focused with a bit of cheeky fun and natural warmth that resonated with the Atlassian brand and personality.

Threading the idea of Impossible Alone into the attendee celebration, GPJ and Atlassian worked together to develop the theme to which all activations, music, entertainment and on-screen content laddered up to. Attendees were invited to get into a time machine and go back two decades to a time when communal music experiences were on the rise. Nostalgic music from the early 2000’s brought the audience together in moments of group celebration, in an event we called Y2K2GETHER. Attendees were encouraged to express themselves with whichever 2000s style represented their individual vibe.  Our glam bar squad was also on deck to help bring out the Y2K style. DJs, flash mobs, arcade games, photo opps and more rounded out the evening. 


Atlassian leaned on GPJ to deliver operational excellence while creating efficiencies and processes to elevate the attendee experience. With our collaborative process, we brought multiple partners together to bring Team ‘23 to life. For Y2KGETHER, having an overall creative concept aligned with the ‘Impossible Alone’ theme made a clear connection to each touchpoint that delivered on the broader message.