This project aimed to investigate the importance of brand identity for events such as conferences and fairs, using the University of Houston’s DigiFest as a case study. DigiFest is an annual event where senior digital media students present their portfolios and engage with potential employers. A key challenge was developing a cohesive brand identity that not only reflected the event’s purpose but also balanced inspiration from Dan Friedman’s design philosophy—emphasizing progression and inclusion—with DigiFest’s unique message.
The project involved designing various branded materials, including a bi-fold, access card, announcement card, and poster, to establish a unified visual identity. Drawing inspiration from the skills and values cultivated by digital media students, the design process aimed to capture the integration of abstract and technical expertise. Using patterns and shapes in Adobe Illustrator, the designs conveyed movement and procedural knowledge while showcasing the students’ creativity and proficiency. The final outcome featured modern, dynamic visuals that effectively communicated DigiFest’s forward-thinking spirit.
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