San Diego Design Week

Overview
Color played an enormous roll in giving the 2024 SDDW campaign its refreshed look and feel. Steering away from the heavy black and magenta of the previous year's campaign, we prioritized a greener, more approachable palette. In addition to the fresh coats of greens, we applied a more human, collage-centric approach, introducing photographic hands as a design hook to illustrate diversity and 'belonging' (the theme for 2024).

Challenge
How to not only freshen up an established look and feel, but to evolve the system, paving the way for more experimentation in future years. This was, after all, a design initiative.

Solutions
A strong visual identity system provided brand cohesion and consistency across all platforms (in both English and Spanish). The updated, vibrant color palette and bold use of black and white photographic assets created a fresh, layered take for a campaign that was under scrutiny from the past World Design Capitals.