Shine a Light

Role: Design Lead — Led the creative direction and planning of the brand’s presence at SXSW, leading a team to create a website, icons, and an A.R.-driven experience. Created a unique logo, tagline, brand system and signage made specifically for the event space; as well as creating a 3D model, mock-ups, collateral, social strategy and animated digital assets, while working with fabricators and vendors, managing budget, schedules, and collaborating with leadership.

Brief: 360 design for the agency’s presence at SXSW.

Approach: Shine a Light, by illuminating people and places deserving of applause. Weaving both digital and physical design, this concept winks at SXSW's connection to music and club culture, with a neon sign-inspired motif that extends across spaces. Centered around an invite-only dinner, guests explore an AR-activated map of cultural highlights, where H (The company's logo), both literally and virtually, marks the spot, with the presence of a 6ft high neon sign on location, as well as an exhibition and immersive space.

Outcome: Unfortunately, the event was canceled do to Covid, just a week before launch.

Client - Huge inc / Advertising Agency
Creative Direction, Copy, and Design - Jack Dylan
Comms Director - Christie Allport
Brand Director - Richard Swain
Icon Illustration and Web Design - Sara O.
Augmented Reality - Jullians