MMPC 2024 // Event Branding

As a Senior Art Director, I was responsible for leading the development of the event’s visual direction. We created a “scale of expression,” a flexible design system inspired by brands like Starbucks, to ensure consistency across the event while allowing for creative freedom during key activations. For the night events and pickleball tournament, this scale provided the freedom to infuse more excitement and creativity, making each experience unique while still maintaining overall alignment with the event’s core design principles.

The hand-painted typography style carried over into the outreach portion of the trip, adding a personal, community-focused touch. Applied to shirts and banners, it reinforced the connection between attendees and the local community. By following the “scale of expression” from the event’s visual guidelines, we ensured branding consistency with the core event identity. As we moved further from the event location, we relied on Movement Mortgage’s core brand assets for awareness, recognizing that the brand’s look is widely known in public. At the MMPC event, however, where the focus was on celebrating the top earners, we intentionally moved away from core branding to create a more immersive and unique experience.

The evening welcome reception allowed us to push the boundaries of the MMPC brand and fully embrace creative freedom. We focused our creative efforts on the furthest spectrum of our “scale of expression.” We leaned into a healthy chaos, incorporating chaotic gradients and an abstract version of the MMPC logo as striking backdrops on the large screens throughout the space. Well-placed lighting and mirrors added an extra layer of dynamic energy to the atmosphere. Subtle brand touches, like projecting the MMPC abstract logo onto the pathways leading guests to the event, blended seamlessly with the overall design. This combination of elements created a vibrant, immersive experience that celebrated the evening’s energy and the spirit of the event.