AIGA DC DESIGN WEEK
THE PROJECTAfter a successful partnership in 2024, AIGA DC reached out to my exployer to be their brand partner. The mission: build momentum for DC Design Week (DCDW) 2025, a pillar of the District’s creative culture. The resulting brand was reflected across nine programs and a myriad of communications campaigns.
UNPARALLELED PATHWAYS
PROJECT RATIONALE“Unparalleled Pathways,” reflects this truth: no two makers move through the world—or their work—the same way. As a creative, you commit to your own personal vision, trusting the process, and pursuing expression that feels honest and complete.
We conveyed this through a visual system rooted in alignment, rhythm, and pause. These pathways can range from chaotic to smooth. Rather than a chaotic depiction of “many paths,” we focused on divergence and connection.
The pathways pair with brutalist textures that evoke the act of creating. It is not always beautiful or correct, but each decision gets your closer to an outcome. The logo references this by its motion: shifting and clicking into place, transforming into a flexible frame for the many forms and stages of creativity.
PARTNERING WITH AIGA DC
COLLABORATIONAs Art Director on this project, it was my job to lead a designer on the concepting, vision, and execution. Initially, the inspiration was plentiful and diverse, but we found the thread the follow to create an eclectic, meaningful system.
This collaboration was unique, collaborating with designers at Teal Media as well as creatives volunteering on the AIGA side of things. We had a lot of cooks in the kitchen, but just allowed for more inspiration and ideas to follow and condense into a unifying idea.
Once branding was finalized and guidelines were established (with plenty of room for creative flexibility), we worked on supplementary pieces and direction for different outlets, from collateral as simple as decks, stationary, and social media templates, to video considerations and motion graphics.
ROLE & RESPONSIBILITIES
ROLE & SKILLS EXPRESSED IN THIS PROJECTArt Director
Motion Design
Brand Design
Client Consultant