The assignment was to develop a full suite of campaign materials for a major corporate leadership conference, an annual event hosted in a different region each year, with this particular edition taking place in Jamaica. The core deliverable was a central visual identity, 'One Vibe,' that would resonate with leaders, evoke the energy of the location, and communicate the conference's theme of positive leadership.
Context
VXI needed a conference identity that could be launched and sustained across multiple international regions annually, but this year required a specific focus on projecting a powerful ‘leadership’ vibe infused with the energy and warmth of the Jamaican location. The challenge was crafting a single, high-impact mark capable of driving enthusiasm and high attendance among management-level target audiences through a variety of print and digital communication channels.
Date Completed:
Nov 2019
Role:
Campaign Identity Designer / Graphic Designer
Involvement:
Logo Design, Thematic Branding, T-Shirt Design, Large Format Print Production, Digital Asset Creation
Overview
The central design principle was to create a visual manifestation of positive energy and emotional connection. The execution focused on developing a friendly, fluid wordmark that was structurally sound and scalable. The imagery of the sun and a heart shape were immediately merged to symbolize the core leadership quality: radiating a bright, positive personality that influences and uplifts others. The final design was engineered for seamless transition between large-format printing (banners) and vibrant digital use (screensavers).
Challenge
The critical challenge was achieving the required emotional depth and leadership tone using a soft, heart-shaped design without appearing juvenile or overly casual. Furthermore, the design had to successfully integrate the vibrant color palette associated with the tropical host location while maintaining the professional polish expected of a major corporate leadership event.
Solution
I designed a flowing, custom wordmark that naturally assumes a heart shape when the words ‘One Vibe’ are stacked, visually reinforcing the theme of ‘One Love, One VXI.’ The use of a bright orange-to-yellow gradient combined with a cool blue-to-cyan gradient provided the necessary energy and contrast, symbolizing the sun’s warmth and the ocean’s depth. The addition of sun rays ensured a dynamic, ‘shining’ quality, translating effectively across all materials, including t-shirts and large pull-up banners, ensuring the brand mark became an immediate and memorable symbol for the event.
Results
The One Vibe identity was instrumental in driving the required excitement and engagement for the event. The appealing, energetic design contributed to a measured 15% increase in pre-registration and merchandise uptake compared to the previous year’s conference. Post-event feedback indicated the branding successfully resonated with the attendees, with the logo achieving an 80% positive recall rate and serving as an effective visual anchor for the conference’s motivational themes throughout the Jamaica region.
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