01 / Brand experience
San Diego
Design Week
A flexible identity system carried across digital campaigns, physical spaces, merchandise, and a five-day public design event.
- Role
- Brand & Visual Designer
- Timeline
- Apr—Sep 2025
- Impact
- 60+ visuals · 200+ attendees
The challenge
Give a regional design festival one unmistakable voice.
San Diego Design Week needed a visual system energetic enough to represent the city's creative diversity, while staying clear and adaptable across event signage, schedules, sponsor materials, social media, and web experiences.
Identity system
Bold type. Civic energy. Designed to move.
The stacked wordmark uses cropped letterforms and warm-to-cool gradients to create a recognizable rhythm. A modular palette and flowing line language let the identity shift between playful, institutional, and celebratory moments.
The outcome
From concept to a living public identity.
The system expanded into more than 60 attendee-facing assets and appeared across real event spaces, sponsor communications, award materials, and digital touchpoints.
