Client: Cvent

Project Duration: 5 Month

Role: Project Lead - Visual Design

Tools: Adobe Illustrator, Adobe Photoshop, Adobe Dimensions, Adobe Indesign

As the 20th anniversary of Cvent approached, the team embarked on the task of conceptualising a fresh visual theme for the Cvent India office. This design required adaptability to span various areas within the office premises, including the cafeteria, meeting rooms, gaming and breakout zones, reception, lobby, as well as pillars and walls.

With the project brief in hand, our team promptly initiated the process by conducting an in-house qualitative survey to gain comprehensive insights from employees. Open-ended inquiries were formulated, covering reflections on current office branding, workspace ambiance preferences, personalisation options, and mood enhancement factors. Each response was meticulously evaluated and mapped, revealing a prevalent desire for an inspiring, minimalist, and tranquil environment. Thus, the concept of Abstract Nature naturally emerged from these insights.

The theme should seamlessly integrate into the existing infrastructure and layout of the building without necessitating any structural changes. Furthermore, it should harmonize with the established style of the office while adhering to the official colour palette of the company.

Abstract Nature offers a contemporary take on the foundational shapes of the universe, depicting the primary forms of five natural elements through basic geometric shapes to evoke natural scenes in an abstract style.

Furthermore, We refined each element into its diverse natural forms, visually portraying these variations by modifying the original shape to capture the unique attributes of each element. This method results in a predetermined set of shapes resembling building blocks, facilitating the development of cohesive abstract compositions.

In the design conceptualisation and experimentation phases, We integrated the five Souls of Cvent with the five natural elements, each paired with its geometric shape. This approach infused the design with Cvent's ethos and values, aligning seamlessly with its corporate culture.

We departed from a fixed colour scheme, embracing a variety of vibrant pastels and duo-tone gradients inspired by Cvent's branding. Adding subtle grain and noise effects enhanced the composition's character and vibrancy.

Abstract Nature emerged as the culmination of minimal design, evocative visuals, and brand messaging, achieved through extensive research, ideation, and numerous design iterations.

The finalised theme features a background of pastel colours juxtaposed with natural landscapes created from predefined geometric shapes in vibrant gradients.

An essential component that enhanced the theme was the integration of the Soul of Cvent values. While initially challenging, I refrained from utilising badges and instead leveraged the messaging of Soul of Cvent to imbue the theme with personality and depth.