Overview
Building and art directing a dual-identity brand system for a 2,000-person event.
Services
Art Direction
Year
2024
As the Art Director at Grace Family Church, I worked with a team to bring "Powerful & Present" to life for Beautiful Conference, the church's annual women's gathering in Tampa, FL — inspired by Psalm 147:5. The event needed a complete visual system, from stage design to merch, built entirely around that theme. I led the identity and worked with the team to carry it across every touchpoint nearly 2,000 attendees would encounter over the one-day conference.
In looking at the theme, we found that Power and Presence pulled in opposite emotional directions — one bold and assertive, one calm and still — and a system that leaned into only one would flatten the other. I built two parallel visual languages within a single identity, using color and shape as the dividing line, because it let both ideas exist in the same space without canceling each other out.
Power: Built from warm, saturated color and sharp geometric lines. Presence: Built from cool tones and fluid, unbroken curves.
The event's visual language became a system which we carried across lanyards, stickers, apparel, PR kits, journals, and typography prints.
Collaborators: Mayra Corro — Graphic Designer