Art Direction, Design
Art Direction, Design
Art Direction, Design
Art Direction, Design
ART DIRECTION, DESIGN
GEN BLUE 2025
For Coldwell Banker’s Gen Blue event in Las Vegas, I developed a dynamic brand identity system that captured the city’s signature energy while aligning with the brand’s evolving visual language.
The creative challenge was to transform Coldwell’s existing, sportier identity into something more sleek and modern—all while avoiding overly literal or cliché interpretations of Las Vegas. The goal was to elevate the visual experience without relying on the expected.
Las Vegas itself became a conceptual anchor—its motion, light, and scale translated into a visual system centered on movement and transformation. The event’s host hotel also played a pivotal role; we pulled architectural elements from the space to inform shapes, layouts, and textures, creating an experience that felt deeply tied to place.
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As part of the broader identity for Gen Blue Las Vegas,
I developed a series of supporting graphic elements to add depth, cohesion, and context across both digital and physical touchpoints.
RAINFALL
Inspired by the cascading chandeliers of the Fontainebleau, I introduced a subtle graphic overlay—
an abstract “rainfall” texture—to layer behind imagery and type. This element added shimmer and softness, creating visual interest without overpowering the layout.
PATHFINDERS
A directional arrow motif was created to subtly guide attendees through the space. Fading at the tail end,
the arrow reinforced both movement and momentum—mirroring the conference's themes of progress and forward-thinking.
SUIT & TIE PATTERN
Pulling from the Fontainebleau’s iconic bowtie logo, we created a custom tiled pattern that added richness and dimension to key materials. When rotated 90 degrees, the negative space between bowties forms a diamond shape—tying back to Las Vegas iconography and reinforcing the luxury-meets-legacy feel of the event.
These elements worked as a unified system—each rooted in the setting, but flexible enough to support print, animation, signage, and social extensions.
