For the past two years I’ve branded UX Week, a 4-day event started by Jesse James Garrett 16 years ago. The project includes a comprehensive brand system that works digitally, in large format printed materials, on directional signage, and in motion. Basically, anything visual I have to create and monitor.

The brand is based on the modular shapes of U and X, and patterns that are built with those shapes. The event focuses on variety, so a pattern allowed for a lot of movement to represent that energy. The photography is abstracted photography of the hotel itself, the Embarcadero Hyatt. A lot of people travel for the event, so I wanted to bring in a sense of place. A lot of people reported having a moment of discovery, figuring out what exactly each photo was, which I think is very valuable.