Branding | Print & Digital Design
Affinity - Confex London Trade Show
Affinity is a brand identity that primarily focuses on trade show booths and digital promotion assets, created for Cvent when the company took part in the Confex London trade show 2021.
Timeline
May - June 2021
Client
Cvent
Tools
Adobe Illustrator & Photoshop
My Role
Research, Concept, Production
Project Brief
Design a minimal: abstract visual design theme to use in the upcoming Confex Event in London. Create a design system that visually depicts the three types of cvent products: In-person Events, Hybrid Events and Virtual Events under one umbrella.
Challenges
Create a visual identity for the upcoming Confex trade show.
Design three themes; In-Person, Hybrid & Virtual Events.
Combine all three themes while maintaining visual consistency.
I based affinity on one of the Gestalt Principles of Design: Similarity. It is observed that it’s human nature to group similar things. Elements that are similar in colour, shape, or size are perceived as a group with a common origin.
Design Approach
By Implementing the Similarity Principle with each of the three fundamental shapes: square, circle & triangle and creating unity among them with a consistent layout, font style, colour, shape and proximity.
Visual
Implementation
An amalgamation of all three types of event: in-person, hybrid & virtual
Consistent colour utilization
Dense proximity of pattern
Abstract design
Takeaways
Creating the theme and booth designs for Cvent Confex was one of the many redesigns I have worked on during my tenure with Cvent. The overall style of existing Cvent booths was uninspiring and arbitrarily designed without a proper theme.
I opted to create an entirely new visual identity for Cvent booths while staying true to the existing brand guideline. Broadly defined by the three different product offerings at Cvent, each booth had to be strikingly different to the other while still maintaining a sense of similarity.
Unfortunately, because of the unpredictable nature of current times, Confex London got postponed, thus production for other assets like collaterals, promotional videos, landing page designs and more are on hold. However, the leadership approved the theme, therefore the designs will eventually find their way into the halls of Confex London when things settle down.