The goal of the event branding for Horizons was to create a compelling and flexible visual identity that resonated with the audience while capturing the abstract concepts of the event’s five main categories: data, product, people, delivery, and tech. The challenge was to design spatial branding that not only decorated and unified the event's style but also provided essential information, like schedules and signage, across eight diverse areas, including stages, halls, and foyers.

Before developing the visual identity, I conducted a site visit and consulted with the venue’s technicians to explore installation possibilities. To ensure flexibility, I employed a modular grid system, combined with digital illustrations. This approach allowed the designs to adapt seamlessly across various formats while providing a cohesive and recognizable brand presence. The use of illustration helped to visually express abstract concepts related to the tech world, making them more tangible and engaging for the audience.

The assets designed included both printed and digital elements. Printed materials ranged from large-scale decorative pieces, such as vinyl artwork for the venue’s glass façade and hanging banners, to functional pieces like branded maps, schedules, and signage. Smaller items included lanyards, badges, and merchandise. Digital assets encompassed branded presentation templates, stage backdrops, and animated illustrations, developed in collaboration with an animator. These assets were designed to fit the unique needs of each space while maintaining brand consistency.

The carefully planned visual identity resulted in a strong, memorable, and cohesive brand experience. The event’s identity not only reinforced the event’s themes but also facilitated a seamless attendee experience, ensuring both aesthetic appeal and functional clarity throughout the venue.