Being hired as a Creative Consultant since 2018 at the Center for Excellence in Teaching and Learning at Virginia Tech, the Conference on Higher Education Pedagogy 2020 was the second time I had been given the task to design the conference’s identity system. This included all the promotional material leading up to the event in addition to the conference information packet and signage.

Beginning the conceptual phase in summer of 2019, I worked with the department’s team over the next few months, continuously evolving the system, until the event’s date in the spring of 2020.

The approach I took aimed for minimal geometric patterns while eliminating any unnecessary detail while at the same time including the required elements requested by the client and complying with the university’s aesthetic policies. Utilizing color and typographic rules, I emphasized the clean aesthetic to create a content hierarchy which allowed increased readability. This also helped with the client's printing budget as a large amount of fliers were required to disseminate to the large target audience.