Client
Software used
Figma and Adobe Illustrator
Services
Event Marketing | Social Media Strategy | Promotional Design | Branded Event Assets
Website
Problem & Goal
Home Service is gearing up for Freedom Event in Las Vegas, August 2025.
My task was to create promotional materials using the existing brand colors.
With hands-on experience of marketing conference events 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.
Impact
• Created a distinct visual identity that breaks the pattern of previous years’ designs.
• Stakeholder response was 3× more positive than previous Freedom Event campaigns.
Creative Thinking
• 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.
Project 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."
