The assignment was the comprehensive visual branding of the annual Leadership Summit, VXI’s largest gathering of site leaders across the Philippines, expecting approximately 5,000 attendees. The project's critical requirement was to develop a central visual theme that honored Filipino culture while maintaining the professional polish of a major corporate leadership event.
Context
To successfully motivate and engage a large audience of high-performing leaders, the event branding needed to transcend standard corporate imagery and establish a deep cultural connection. The challenge lay in creating a high-energy, unifying campaign identity that could translate seamlessly from massive stage backdrops and banners to small personal items like ID badges and string bags, all while hitting an ambitious target of 95% leader attendance.
Date Completed:
Oct 2020
Role:
Campaign Visual Lead, Multimedia Designer
Involvement:
Key Visual Development, Print & Digital Asset Production, Event Collateral Design
Overview
The central design philosophy was to establish an identity rooted in national pride and resilience. The logo was explicitly engineered to incorporate three major, recognizable Filipino cultural symbols: the Jeepney (symbolizing local ingenuity and travel), the 8-Rayed Sun (representing independence and light), and Bamboo elements (for resilience and growth). This complex visual mark served as the single key visual that anchored all subsequent event materials.
Challenge
The most significant design hurdle was the unification of three distinct cultural elements (Jeepney, Sun, Bamboo) into a single, cohesive, scalable logo that did not appear cluttered or cartoonish. Logistically, the production challenge involved ensuring color consistency and design integrity across a vast range of media, from animated screensavers to large-scale stage vinyl and thousands of customized pieces of merchandise.
Solution
I created a dynamic, emblem-style logo using a bold color palette of Yellow, Deep Blue, and Red—derived from the Philippine flag—to guarantee maximum contrast and impact on all media. The central Jeepney and Bamboo elements were stylized within the form of the 8-Rayed Sun, creating a unified and instantly recognizable national symbol. This core identity was then adapted consistently across all touchpoints, including the string bags, invitation cards, and stage design, ensuring a cohesive and immersive attendee experience.
Results
The culturally resonant and high-quality branding was highly effective in driving engagement and attendance. The event successfully achieved its ambitious goal, with recorded attendance meeting or exceeding the 95% target, directly attributable to the appealing and motivational campaign visuals. The strong, themed identity boosted leader morale and provided a memorable visual framework for the summit, resulting in positive post-event feedback regarding the professional and thoughtful presentation of the conference.
