Accelerate 2021 – EVENT BRANDING
When Total Expert’s annual customer roadshow Accelerate was reimagined in 2021 as a 3-day destination conference, starting in Scottsdale, Arizona, I was tasked with developing the visual identity. With the opportunity to rethink the entire strategy, I created a new logo lockup and a suite of branded assets to support the refreshed format.
To establish a consistent foundation, I designed a custom evergreen sans serif typeface inspired by our company logo—built to carry forward across future events. To reflect the unique location each year, I introduced localized visual elements. For 2021, that meant incorporating southwestern influences, using triangle-based patterns that echoed regional motifs. This design direction was applied across every event touchpoint, from signage and presentations to employee apparel and the evening Rock the Journey party, creating a cohesive and immersive brand experience.
