Team Summit Rebrand
Brand Identity Design
Capabilities: Branding, Concept Development, Communication, Design Story, Event Branding, Logo Animation, Logo Design, Merchandise Design, Typography
Toolkit: Adobe Illustrator | Adobe Photoshop | Adobe AfterEffects, Microsoft PowerPoint
Responsibilities: Logo Ideation, Design and Animation, Extended Identity System conceptualization and implementation including flyers and merchandise.
Team: Alisha King, Austin Simmons, Harriet Thomas, Jasmine Isom, Jayna Shah, Jen LeMaster, Holly Richmond, Randy Leiberman, Samantha Joiner.
The Georgia World Congress Center Authority (GWCCA) is a convention center in Atlanta, Georgia, encompassing 3.9 million ft² in exhibition space, welcoming over a million visitors annually.
Team Summit, GWCCA's annual one-day leadership experience for employees, fosters growth and provides resources for personal and organizational development.
The event's refreshed identity system attracted over 500 spectators, centering around the concept of an 'Unconventional Leader.' It encourages stepping outside comfort zones and embracing unique personalities. GWCCA aimed to instill confidence in employees to be different and be leaders, conveyed through an innovative identity system combining photography with graphics for a harmonious visual experience.
The logo for the 'Team Summit' event aligns with its name, emphasizing peaks and goals. The triangular arrangement of peaks symbolizes the possibilities that open up when one dares to be bold and courageous. The tagline, 'Unconventional Leader,' informs the asymmetrical composition and alignment of the mountains.
The color palette, incorporating blues from GWCCA's branding and adding yellow for enthusiasm, motivates employees. This design encourages a sense of adventure, daring individuals to embrace an unconventional leadership style and reach new heights.
The extended visual identity system seamlessly integrates a variety of touchpoints, including email announcements and signage screens in GWCCA, keeping employees informed about speakers. "Know Before You Go" materials were distributed to both GWCCA team members and external stakeholders who were present during the experience.
Banners and signage were strategically placed at registration counters where event T-shirts were distributed. This cohesive approach ensured a consistent and impactful brand presence across various channels and mediums.
In addition to designing touchpoints, the slide deck was crafted with careful consideration for the ballroom's space, lighting, and size. The mountains from the logo were scaled and strategically placed on the right side of the screen, allowing speakers, who predominantly delivered speeches from that area, ample space on the left for presenting their content. This layout ensured a harmonious presentation, emphasizing the message and reinforcing the branding without any visual distractions.
