YEAR:
2024
CLIENT:
University for The Creative Arts
SERVICES:
Event Design
EXPERIENCE:
Brand Strategist // Visual Designer
GradShow Concept
background.
This UCA Grad Show identity was all about reimagining the traditional end-of-year showcase, less stiff gallery, more electric creative festival. The goal? To build a bold, energetic visual language that captured the thrill of emerging talent stepping into the world. Inspired by transitions, movement, and that buzzy feeling of what’s next?, this concept leaned into gradient-rich visuals and geometric shapes that celebrate the journey from student to creative professional. Think: sunset meets screen glow, structure meets spontaneity.
core problem.
Most grad shows tend to play it safe, clean layouts, muted palettes, and a tone that says “look, we’re serious now.” But creativity isn’t beige. The challenge here was to craft an identity that felt alive, dynamic enough to reflect the diversity of student work, professional enough for external stakeholders, and versatile enough to span everything from printed invites to Instagram loops. How do you create a system that celebrates both the creative process and the polished result?
my process.
Concept Development: I started by defining the emotional core of the grad show experience: anticipation, pride, momentum. This informed the central metaphor,steps and gradients symbolizing transition, growth, and the leap from university to industry.
Color & Motion Exploration: I designed a warm, glowing palette of corals, purples, and yellows, tones that feel like golden hour on the brink of something brilliant. Paired with fluid gradients and step-like motifs, it visually narrated movement and progress.
Typography System: I chose type that strikes the balance between clarity and creativity: clean sans-serifs with just enough character to feel human. It says “we’re ready for the industry,” without losing our personality.
Scalable Design Assets: From large-scale banners to social media posts, the identity flexed without breaking. Every component, gradients, step patterns, messaging was modular, ensuring visual cohesion across all platforms.
Messaging & Voice: The copy tone followed the same principle: professional, but not uptight. Every message welcomed curiosity and hinted at discovery, mirroring the student work it was representing.
key actions.
Festival-Inspired Visual Identity: Developed a vibrant, motion-influenced system that turned the Grad Show into a celebration of creativity in motion.
Step Motif with Purpose: Designed geometric elements that symbolized student journeys, subtle enough for polish, bold enough for personality.
High-Impact Gradient Palette: Built a glowing color system that felt fresh, warm, and adaptable across digital and physical formats.
Flexible Layout System: Created a modular identity that worked just as well on exhibition signage as it did on animations or social templates.
Tone of Voice: Crafted messaging that felt confident, inclusive, and full of promise, mirroring the spirit of graduating creatives.
Mockups & Application: Rolled out the identity across posters, motion graphics, web headers, and social assets to test real-world cohesion.
outcomes.
Excitement You Can Feel: The final concept brought energy to the entire event, transforming it from a static showcase into something that felt alive, collaborative, and future-facing.
Memorable First Impressions: Visitors walked into a space that looked and felt modern, cohesive, and creatively charged.
Bridging Student to Industry: The step and gradient visuals subtly reinforced the journey students had made, creating emotional resonance for both participants and guests.
Highly Shareable Identity: Its bold visuals and inviting tone made the Grad Show instantly more shareable across digital platforms, boosting visibility and reach.
Cohesive Across Touchpoints: From printed signage to Instagram carousels, every asset felt unmistakably part of the same visual family.
Proof That Professional Can Be Playful: This project made a case for elevating the grad show experience, where creative identity is as thoughtful as the work on display.
