Brief: Modernism Week is an annual celebration of mid-century modern design, architecture, art, fashion and culture. This conference aims to foster appreciation of these fields, as well as contemporary thinking, by encouraging education, preservation and sustainable modern living as represented in Palm Springs.
Problem: The conference lacks a theme that promotes a centralized idea for the year’s festivities. The current branding does very little to enhance this reputable event and its beautiful scenery.
Solution: Created a theme that embraces the new outlook on transparency, whether in the business aspects of modern living or the visuals found within mid-century designs. The theme translates well into an expanded system, with engaging and nostalgic visuals including an icon system that would be further used for wayfinding.