This project involved developing a comprehensive branding strategy for Boston Design Week, where I collaborated with three classmates to redefine and strengthen the company’s visual identity. Together, we created a detailed brand guide covering typography, color palettes, tone, and brand application to ensure visual consistency.

Our approach centered on updating the logo to align with the brand’s mission and industry trends while preserving a unified and recognizable identity. We thoughtfully selected a balanced color palette, avoiding overly bright tones to maintain readability, and selected two complementary typefaces: a primary typeface for expressive applications and a secondary one for clear, straightforward communication.

The final design was applied across various touchpoints, including apparel, signage, social media, and even animations, providing a cohesive and engaging brand experience.