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Fierce Conversations is a visionary training company based out of Seattle. They're not just about conversations; they're about making them matter. When they hosted their inaugural Summit in 2017 at the iconic W Hotel, Seattle, I had the opportunity to encapsulate their essence visually.
Role: Principle Designer
Deliverables: Brand Identity | Print | Digital | Presentation | Environmental Design | Swag
Spanning two days, this event wasn't just another summit. It was about ambition, about climbing that proverbial ladder, and truly realizing one's potential through powerful conversations. The challenge for me? Crafting an aesthetic that both resonates with this ethos and harmonizes with Fierce Conversations' established brand identity. I envisioned a design system flexible enough for future evolution—allowing additions or omissions as necessary.
Drawing inspiration from the brand's emblem, I anchored my designs around flag forms. These elements transformed into arrays of rounded squares and innovative combinations of flag shapes. The result? Fluid, dynamic visuals that could stand as solid shapes or intertwine seamlessly with imagery.
My goal went beyond mere aesthetics. I wanted to craft an environment—a tactile, immersive experience for every attendee. As they ventured through the venue, each element was meticulously curated. From the room's initial impression to pathways that would organically spark conversation, my design vision touched every facet of the experience.
Throughout the summit, my branding effortlessly integrated with various partner showcases, executive briefings, and the crucial opening and closing remarks by Fierce's CEO and Senior Leadership. Beyond mere aesthetics, my intent was to shape an environment where conversations were genuine, open, and embodied the "be fierce" ethos.
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