Branding Identity

TRANSFORM

Boise State University is one of only eighteen institutions nationwide selected for the National Science Foundation’s prestigious Accelerating Research Translation (ART) program. The TRANSFORM initiative establishes Boise State’s mission to advance translational research university-wide. I developed a strategic brand identity that maintains visual alignment with established Boise State design standards while effectively communicating TRANSFORM’s distinct mission through targeted visual elements and consistent implementation across communication platforms.

Client:
Boise State University
Division of Research and Economic Development

Year:
March 2024

  • Logo Identity for BSU's TRANSFORM Campaign

  • Logo Ideations

  • Logo Iteration

  • Merchandise Deliverables

TYPODATA25

The TYPODATA25 branding and marketing campaign integrates typography, architecture, and computational design, inspired by the structural forms of the Sydney Opera House and the waves of the Sydney Harbor. By implementing TouchDesigner-generated patterns, I developed a cohesive identity system that maintains clarity, legibility, and consistency across print and digital applications.

Client:
Conceptual Project

Year:
February 2025

  • I was inpired by the Sydney Opera House's unique curves and sharp angles to capture the conference's identity.

  • I started generating many thumbnails for the logo, eventually going forward with number 14.

  • I then digitized the thumbnail, tracing over an image of the Opera House to find the letterforms.

  • The final wordmark is authentic to the original inspiration of the shells of the Sydney Opera House, as the soft curves slashed by sharp edges are also reminiscent of the waves of the Sydney Harbour.

  • In the final poster design, I kept the dynamic energy of my initial ideations through text hierarchy and negative space. The poster creates a sense of movement and kinetic energy—again referencing the ocean waves of Sydney Harbour.

  • I used TouchDesigner, a real-time, node-based visual programming software, to create generative patterns by adjusting algorithmic parameters like scale, rotation, and position of letterforms in my original logo design.

  • The digital ticket combines essential elements—barcode and event title—with dynamic, kinetic design patterns, inspired by the Sydney Opera House and crashing harbour waves, creating a more engaging, unified visual experience.

  • As a further marketing strategy to advertise the conference, I designed a t-shirt again using the letterforms of the wordmark to create a dynamic pattern.

Instagram Post

This kinetic marketing campaign is a clear advantage to static alternatives as the moving generative patterns catch the attention of the viewer and increases their engagement with the post.

Digital Ticket

For the digital ticket, the expected information such as the scannable barcode and event title overlays the unexpectedly dynamic, kinetic design patterns—creating a more interesting and holistic design, elevating the initial inspiration of the Sydney Opera House’s dynamic architectural design and the crashing waves of the Sydney Harbour.