My task was to create promotional materials using the existing brand colors.

❇️ The Goal ❇️

With hands-on experience of marketing conference events (like startup grind before), I noticed past Freedom Event promotions all looked the same: clients couldn’t tell difference from each year's event.

The goal was to build a new cohesive visual identity that feels fresh and dynamic across social media, print, and all marketing materials: while still respecting the event’s history.

❇️ Solution ❇️

While researching event branding, I read "Jason Wyman’s article on Sans Serif", which explains how repeating the same conference visuals each year dulls audience energy. I shared this insight with stakeholders, who agreed a fresh approach was overdue.

• One comment online described the Freedom Event as a space “where champions of the industry collaborate: not for profit, but to teach, inspire, and empower.” That line pushed me to design a bold, high-energy identity: using only existing brand colors, and building a sporty visual language from scratch (no proper guidelines).

• I used duotone palettes and curved, angled elements to evoke motion, urgency, and adrenaline: mirroring the high-stakes tone of the event without losing clarity.

• Bold sans-serif type and tight hierarchy gave structure to the visual noise: keeping things readable across print, digital, and outdoor formats.

❇️ Poject Highlights ❇️

• Created a fresh visual identity using only existing brand colors (no branding guidelines)

• Shaped high-energy, sports-inspired visuals based on real attendee insights/experience.

• Designed with consistent visual identity across print, social, and outdoor formats.

• Advocated for changing yearly conference visuals: backed by design research on visual fatigue and brand freshness by "Jason Wyman’s article on Sans Serif."