Client
Professional Organization / Education
CREATIVE SERVICES
Visual Identity, Design System, Art Direction
INSIGHT
Design organizations often face the challenge of staying culturally relevant while maintaining a cohesive brand identity across diverse programming and audiences. For AIGA San Diego, the annual Student Portfolio Review serves as a key bridge between design education and the professional world, a space where creativity, mentorship, and opportunity converge. The event’s identity needed to reflect the dynamic, ever-evolving nature of design itself.
CHALLENGE
The AIGA Student Portfolio Review aimed to engage a multigenerational audience, from students to senior creative leaders through a brand experience that felt both aspirational and inclusive. The challenge was to craft a unified visual language that could connect the various touch-points of the event, including digital, print, and environmental, while representing the theme of transformation and creative growth.
SOLUTION
Developed a modular identity system that visualized transformation through design. A layered typographic structure and gradient palette captured the energy of emerging creativity, while a consistent grid and system logic anchored it with clarity. The result was an adaptable visual language applied seamlessly across channels to unify students, mentors, and professionals under a shared narrative of growth and connection. The refreshed identity strengthened AIGA San Diego’s role as a hub for creative exchange, while reinforcing design as both a craft and a community.
RESULTS
This project deepened my understanding of how brand systems act as living frameworks by connecting people, purpose, and place through intentional design and storytelling. The process strengthened my ability to create scalable, emotionally resonant identities aligned with client strategy.
Key Learnings
Building scalable identity systems that reflect transformation and inclusivity.
Creating consistent cross-channel communications through a unified design language.
Leading with empathy and collaboration to foster meaningful community engagement.