3% CONFERENCE 2016

Each year, the 3% Conference brought together leaders across the advertising industry to champion greater representation for women and underrepresented voices. In 2016, the conference centered around a powerful question: “What Are You Going to Do About It?” Inspired by their youngest keynote speaker Marley Dias, who at the young age of 11 noticed that her school only had books about white boys. Her mother asked her “what are you going to do about it?” and it set her off on a mission to begin creating change.

I was tasked with designing the visual identity and brochure for the 2016 conference. Creating signage, photo-op backdrops and a booklet that served as an informative brochure as well as a workbook that attendees could take notes in. I wanted the branding to celebrate the idea that meaningful change often starts with ordinary people taking one small action.

Drawing inspiration from the visual language of comic books, I created a brand system filled with bold typography, graphic framing devices, and subtle references to comic book visuals. Rather than feeling literal, the design used those visual cues to remind attendees that they, too, have the power to shape the future of our industry.

The identity extended across the conference workbook and printed materials, creating an experience that encouraged participation while reinforcing the event’s central message long after the conference ended.

Challenge: Create the visual identity and brochure for the annual 3% Conference, designing a brand system that reflected the year’s theme while inspiring attendees to leave feeling empowered to create change.

Insight: People who make a difference are are just regular people who were inspired to take one small action towards change.

Execution: I developed a visual identity influenced by the bold graphic language of comic books. Leaving lots of space for notes, so that attendees could write out their own ideas and plans, and bring home a physical representation of their empowerment coming out of the conference. The branding reinforced the idea that every attendee has the power to become the hero of their own story and create meaningful change.

Role: Visual Identity Design • Editorial Design • Art Direction • Print Design