​[ Challenge ] 
Despite the event's unique, intimate, and empowering atmosphere, its visual identity lacked the personality needed to resonate with attendees or drive excitement on social platforms. However, there was no cohesive branding beyond a few colors derived from the company logo. 

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​[ Objective ] 
Elevate the experiential design to make HCI Live’s brand identity more vivid, powerful, and reflective of its transformational impact. The experience should enhance the attendee experience, foster emotional connections, and drive earned media through shareable moments.

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​[ Approach ] 

• From unbranded to a vibrant, shareable identity:
  Introduced a “rainbow watercolor” theme that blended soft, organic textures with the company’s branding colors. This represented the colorful dreams and visions attendees strive for in their personal and professional journeys.
   

• From a test concept to an event-defining motif:
  Launched the theme on a small scale in Spring 2018. Based on the overwhelmingly positive feedback, refined and evolved the visuals over successive events, making them more vivid, powerful, and organic by Fall 2019.
   

• From fragmented execution to a unified art direction:
  As the Creative Lead of this event, I collaborated cross-functionally with marketing, sales, video editors, speakers, external A/V vendor and photographer. I ensured that every touchpoint—from event collaterals and stage design to digital assets and on-site visuals—aligned with the theme and delivered a high-quality, on-brand experience.