Identity & digital design · 2025
San Diego Design Week
A winning identity expanded into more than 60 visuals across festival screens, print, and public space.
Opportunity
Give Design for Impact a visual voice.
San Diego Design Week needed a distinct 2025 sub-brand that complemented the festival master brand across web, signage, social, and print. My direction won the Brand Design Challenge.
System
A recognizable kit, not one rigid template.
I developed the winning identity into a consistent set of layouts for screens, signage, merchandise, and print. Typography, spacing, and color adapt to each format while keeping the festival recognizable. Professional mentorship supported the production work.
Flow
Carry the identity between formats.
I adapted the system into campaigns, web, awards, sponsor communications, and festival materials. Each application uses the same recognizable parts while adjusting to its audience and format.
Decisions
Let the information lead.
The event banner carries the identity into a taller format. Type hierarchy and brand elements adapt to the information and viewing context rather than repeating a poster layout.
Outcome
From winning direction to festival identity.
More than 60 visuals supported digital, print, and event materials. The live event welcomed more than 200 attendees.
