HMH’s rebrand called for a new approach to designing compelling event experiences.
As one of our marketing design team’s experts on event design, I led the effort to rework our event graphics and rethink our approach to how event attendees experience our brand. Our new brand emphasizes growth in motion, exemplified by a bold, tech-forward color palette and vibrant set of supporting assets:
Credit (video): Developed in partnership with Tim Lee, Thomas Velazquez, Jenn Smith
Event spaces demand instant engagement, making them the perfect space to capitalize on the most playful, eye-catching elements of our brand. We developed a strategy that blended photography, motion graphics, and illustration with key data points to convey a humanized brand that is still adaptive, cutting-edge, approachable, and trustworthy.
Key research tells us that investing in our audience at the local level builds engagement and leads to more meaningful, long-lasting relationships with our sales teams. With this in mind, I adapted our illustration style to support a set of customized photobooths that could be leveraged across events and locations.
We embraced the opportunity to reintroduce ourselves to the industry with a new brand that better exemplifies our vision for education. This posed a unique challenge for our digital signage, where we worked to ensure that every frame communicated this reimagined brand ethos:
Credit (video and stills): Developed in partnership with Tim Lee, Thomas Velazquez, Jenn Smith