art direction • design lead • event assets • merch
Production design by Weymouth Watson
Creative Brief: Develop the theme and design system that serves as the foundation for all visual communication and wayfinding for the annual Trending Up conference.
Returning for a second year of the Trending Up Creator Conference, the challenge was to evolve an established visual identity without losing the recognition that made it distinctly Trending Up. This year's theme, "Flip the Script," became an opportunity to push the brand in a more unexpected direction.
The visual concept draws from the physical process of etching paper: cutting through a dark surface to reveal something vivid underneath. This became a metaphor for the creator experience: digging deeper, challenging what's expected, and uncovering something more expressive.
Below are a few of the merch and print collateral created to support the conference.
