Objective

Choose an existing design conference and re-brand it, creating new materials–poster, signage, three name tag styles, booklet, website, and app–that will be appreciated by the designers who attend. Consider the visual system must work across all materials and media and remember your audience.

Approach

Design conference visuals are made by designers for designers and that makes them all the more challenging. Since Leading Design 2019 in Brooklyn had used a hexagon in their original logo, I chose to convey the community aspect of a smaller design conference like this one, focused on leadership. I built layers of honeycomb hexagons on a warm, bright palette, and the pattern repeats with variations in size and quantity throughout the printed and digital media. Through the layers, we see other layers, other designers, other communities; there is a different kind of self-awareness in designing for designers.