What We Learned as the Official Graphic Recorders at SXSW 2025 [Case Study]
SXSW Headlines Were Everywhere. TwoLine Studios was Behind Them.
Every year, SXSW floods Austin with hype, headlines, and high hopes. But as chatter swirled around whether the event was still worth it, we were too busy working inside the moment to worry.
In fact, SXSW has always been personal for us.
Heather Willems, our founder, first took the stage at SXSW 16 years ago—shaking in her green cowboy boots, graphically recorded for danah boyd for 5,000 people, wondering how she got there. That moment planted the seed for what became a 20-year career. And in 2025, she returned with a full team by her side and a crystal-clear mission: turn real-time ideas into momentum.
Ona Rygelis graphic recording for Kasley Killam and Amy Gallo at SXSW 2025.
As the official graphic recorders of SXSW 2025, our team at TwoLine captured 14 sessions across 5 days—not passively, but live, in motion, as insights were being spoken into the mic. While speakers like Conan O’Brien, Issa Rae, Arvind Krishna, and Scott Galloway delivered big ideas, we were synthesizing them in real time, turning talk into tools.
This wasn’t just a visual recap. It was a strategic advantage.
What Actually Happened at SXSW?
We recorded the thinking of top leaders in AI, digital policy, creative strategy, climate tech, and leadership.
Our visuals were shared live on digital screens and across social media, instantly giving attendees and remote audiences a shared language for complex topics.
We watched as our recaps got picked up by global publications, cited in podcasts, and used in follow-up strategy meetings.
In short, SXSW wasn’t just a conference. It was a content engine.
The Numbers That Made Us Say: Worth It.
80,000+ attendees reached on-site through our work
2,000+ downloads of our post-event recap visuals
1,500+ new followers gained in 5 days
5 podcast invitations + multiple speaking and consulting requests
Countless reshares from respected voices across tech, leadership, and design
And perhaps most importantly?
Clients are now using our SXSW insights to brief leadership, guide strategy, and lead change.
Scott Gallow speaks as Heather Willems, graphic records for 6000 people.
From Recap to Real Work: Why This Matters for Clients
It’s not just about what happened at SXSW. It’s about what happens after.
By capturing patterns across keynotes and panels, we created a strategic map of what matters right now: AI ethics, authentic leadership, climate innovation, the intersection of creativity and data. These aren’t just event themes. They’re signals—and we brought them back to the table with our clients.
Today, those visuals are being used in leadership offsites, strategic planning sessions, and innovation labs. They didn’t just summarize the event. They clarified the next move.
Heather Willems and Peter Durand pose with the Lobby Display Towers.
Why It Worked: A Behind-the-Scenes Look
There’s a reason leaders like SAP, J&J, and HOKA bring us in when the stakes are high.
We don’t just draw. We listen, translate, and deliver clarity in moments that matter.
At SXSW, that looked like:
Decoding high-velocity AI debates in real-time.
Capturing emotional nuance from vulnerable leadership stories.
Turning disparate ideas into a single, visual storyline that teams could actually act on.
This is what we mean when we say we make complex conversations clear.
Attendees document the visual summary created for Issa Rae.
What This Means for Your Team
If you're wondering whether event takeaways can actually drive business outcomes, the answer is: absolutely.
But only if they’re captured clearly, used intentionally, and revisited often.
That’s why our SXSW work didn’t stop in Austin. It became a springboard for deeper strategic conversations in boardrooms, team offsites, and creative planning sessions.
If you want to:
Connect your team to the conversations shaping your industry
Turn abstract ideas into visual clarity
Walk away from events with more than just a badge, but a visual strategy map
We’re here to make that happen.
Curious what this could look like for your next event or strategy session? Let’s talk.
Two Line Studios has been helping brands communicate virtually for years. Our facilitator-led sessions implement a Clarity Through Creativity®™ approach using visuals, storytelling, and creative inspiration — even when getting together in person is not possible. Subscribe to our newsletter below for more tools for facilitating crucial conversations.