A signature Palm Springs event that celebrates the classic mid-century design aesthetic and architecture
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.
An icon system was created to be used for wayfinding and additional collateral. Each section of the event has a specific color and corresponding 'breeze block' shape.
The icons and colors extend to the event posters, making it easy for attendees to locate the kind of event they would like to go to.
The secondary icons with corresponding colors are used for the lanyards given out to speakers and attendees. The unique shapes and colors make it easy to distinquish who is who.
Environmental signage mockup.