Rocket.Build: Event Branding & Experience Design
An annual innovation event brought to life through a cohesive, scalable visual system—balancing creative direction with operational efficiency across on-site, digital, and self-service touchpoints.
2018 Theme Iconography
2018 Banners
2018 Exterior Flag
2018 Entryway Branding
2018 Entryway Branding
2018 Inner Door Branding
2018 Floor Clings
2018 - 5 Years of Innovation Award
2019 Logo Suite by Audience
2019 Rocket.Build Local Branding
2019 Rocket.Build Community Branding
2019 Rocket.Build Global Branding
2019 Self-serve Poster Template (Neutral)
2019 Self-serve Poster Template (Global)
2019 Self-serve Poster Template (Community)
Background Context
Rocket.Build is an annual, innovation-focused event bringing together internal teams, with select participation from partners and clients. While the event had strong executive visibility and engagement, the visual execution varied year to year—often driven by ad hoc direction and lacking a cohesive system beneath the surface.
Design files were difficult to scale and hand off, with inconsistencies across formats, color modes, and structure creating inefficiencies for print, digital, and vendor partners.
Core Objectives
Create a cohesive, elevated visual identity that could scale annually across physical and digital touch points—while improving efficiency, reducing rework, and supporting both centralized execution and self-service needs.
Success meant delivering a polished, immersive event experience within tight timelines and budget constraints, while introducing more structure to how creative work was defined and delivered.
My Approach
I approached this as both an art direction and systems challenge—moving beyond one-off assets to establish a repeatable, flexible foundation.
Introduced a more structured intake approach, asking stakeholders to define event goals, audience, and themes upfront
Partnered closely with event leadership and executives to align on a clear creative direction early
Evolved the event identity year over year—maintaining a consistent foundation while refining the visual language to reflect each annual theme
Translated event themes into a visual system through custom iconography, creating consistency across touchpoints
Balanced bespoke design with scalable templates, enabling both high-quality execution and broader team participation
Design System
The visual identity extended across event branding, environmental design, and communications. I created a cohesive experience from pre-event through on-site execution.
This included:
Event logo refinements, color palette, and thematic iconography
On-site materials such as banners, signage, badges, and environmental graphics
Presentation templates and self-service toolkits for attendees and local teams
Supporting digital assets across email and web
Assets were designed for real-world use. Prioritizing clean, organized, and production-ready assets for seamless collaboration with print vendors, digital teams, and event stakeholders.
Key Reflections
This work elevated the perceived quality and cohesion of the Rocket Build experience while introducing greater operational clarity behind the scenes.
More importantly, it reinforced how strong design systems create both consistency and flexibility—providing a stable foundation while allowing each year’s event to feel distinct, intentional, and aligned to its theme.