How do you rebrand a creative industry’s biggest event?
You distill its complexity into a bold, unforgettable design.
By 2017, ADWKDC needed a reset. As brand chair, my challenge was to capture the energy of modern advertising—a field that thrives on constant innovation—and translate it into a visual identity that felt fresh, dynamic, and unmistakable.
We started by reassessing the event’s past branding and audience motivations, refining them into a single, striking theme: INNOVATE. Then, working with a professional illustrator, we distilled that idea into a bold new mark: “INOV8.”
The visual system—bright gradients, abstract shapes, and fluid compositions—embodied the rapid evolution of technology, creativity, and advertising. We teased out elements of the new identity in social media and email campaigns before ticket sales even began, building anticipation with strategic glimpses of the rebrand.
The results? A breakthrough success.
🎟 ADWKDC 2017 sold out.
📣 The new brand took over every touchpoint—social, email, presentations, posters, and stage graphics.
⚡ A bold, future-facing identity that captured the pulse of the industry.
Advertising never stands still. Now, neither does ADWKDC.
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ROLES:
Creative Direction
Creative Strategy
Presentations