Client: Cvent

Project Duration: 1 Month

Role: Brand Design

Tools: Adobe Illustrator, Adobe Photoshop, Adobe Dimension

I was tasked with conceptualising and establishing the brand language according to the brief, as well as designing graphics for trade show booths and digital assets.

Create a simple and abstract visual design theme for the upcoming Confex Event in London. Develop a design system that visually represents three types of Cvent products: In-person Events, Hybrid Events, and Virtual Events, all unified under one cohesive umbrella.

I utilised the Gestalt Principle of Design, specifically the principle of Similarity, as the basis for Affinity. This principle suggests that humans naturally group similar elements together, whether by colour, shape, or size, perceiving them as belonging to the same category.

By applying this principle to the three basic shapes—square, circle, and triangle—and maintaining consistency in layout, font style, colour, shape, and proximity, Affinity achieves unity and coherence.

The design embodies a fusion of in-person, hybrid, and virtual events, seamlessly integrating elements from each. With consistent use of color throughout, it establishes a unified visual identity. Patterns are densely arranged, creating a sense of cohesion and intrigue. The overall aesthetic is abstract, evoking a modern and dynamic atmosphere.