Project Overview

• Project Type: Brand Identity Design

• Focus: Brand Strategy, Art Direction, System Development

• Objective: To design a fresh and cohesive visual identity for the Culture Conference 2024 that would capture the "Deep & Wide" theme, resonate with a young adult audience, and provide a seamless experience across all touchpoints.

The Challenge

Culture Conference 2024 needed a powerful brand identity that could translate its abstract "Deep & Wide" theme into a tangible, exciting visual language. The system had to be dynamic enough to engage a youth audience on social media while being structured enough for on-site signage and print materials, ensuring a consistent and memorable experience for all attendees.

My Process & Solution

My strategy was to build a flexible yet unified visual system that felt both energetic and meaningful. Every element was designed to communicate the core theme of reach (Wide) and substance (Deep).

1. Logo & Theme Lockup: The identity needed a mark that was both iconic and adaptable.

   • Action: I designed a set of logos and theme lockups incorporating global and cosmic motifs, like a stylized globe.

   • Rationale: These elements visually represent the conference's expansive reach ("Wide") and the profound nature of its content ("Deep"), creating a versatile mark that works in various contexts.

     
     

2. Color Palette: The colors were chosen to create a specific emotional tone for the event.

   • Action: I established a primary palette of bold cobalt, earthy orange, and vivid green, balanced by clean white.

   • Rationale: This combination creates a high-energy, youthful feel while remaining grounded. The cobalt and orange provide dynamic contrast, while the green adds a sense of growth and stability.

     
     

3. Typography & Key Graphics: The visual language was built with continuity and impact in mind.

   • Action: I paired the bold Druk Text Wide for headlines with the clean Helvetica Now for body copy. This was supported by key graphic elements like wavy lines and starbursts.

   • Rationale: The typography creates a clear hierarchy, making information easy to digest at a glance. The recurring graphic motifs act as a common thread, tying all applications—from social media posts to event badges—together into one cohesive system.

The Outcome

The result was a comprehensive and energetic brand identity that successfully translated the conference's vision into a compelling attendee experience. The final system is:

• Impactful: It captured the attention of the target audience, leading to higher engagement on social media and a stronger on-site presence.

• Cohesive: It provided a unified look and feel across all touchpoints, from the initial promotional materials to the main stage design.

• Strategic: The identity did more than just look good; it enhanced the overall conference experience by visually reinforcing the core "Deep & Wide" theme.