UTC 2021 Brand Refresh
FORWARD.
UTC 2021
BRAND REFRESH
Client
Plug In South LA
Deliverables
Branded Assets
Pitch Deck
Web UI/UX
Email UI/UX
Skills
Illustrator
Photoshop
XD
WordPress
MailChimp
Paid
Brief
I worked as a catchall designer and was asked to re-brand user-facing assets for an upcoming tech conference and accelerator program.
Goals
Create a consistent design that compliments the existing brand guidelines. Deliver assets that are uncomplicated yet effective. Organize the existing file system so edits are easier in the future.
Outcomes
I created pitch deck presentations, landing pages, email templates, and social assets. My designs added to the existing guidelines and further emphasized the brand’s bold, eye-catching aesthetic. I worked with this client on a lot of different types of projects — many of which came with their own design styles. I learned to switch hats quickly.
PLUG IN SOUTH LA
Plug In South LA fosters a network of Black and Latinx founders and tech startups in the greater Los Angeles area. Plug In brings together investors, mentors, founders, and valuable resources to fundamentally change the tech industry for typically underrepresented communities.
Each year, the Urban Tech Connect conference (or UTC) raises funds, increases visibility for startups, and creates an invaluable networking space for founders and their mentors. Additionally, Plug In holds several membership opportunities held year-round. Specifically, I worked on the main UTC conference, their Tech Accelerator Program, and their Power Huddles Pitch Series.
The branding varies from year to year. I primarily worked on programs for 2021.
PITCH DECK
BRANDED ASSETS
UI/UX PROCESS
This re-brand was a complete departure from my normal minimal design aesthetic; I worked to find the balance between boldness and simplicity.
I started by organizing their existing assets and creating graphics to create a fuller selection of content. Many of the images I had available to me were virtual meeting screenshots which presented a special challenge but I enjoyed working with the futuristic, loud palette.
The website and coordinated email designs were made with clear CTA’s and there was a clear delineation between the three main projects I worked with. UTC had a different design language to the Accelerator Program, which had a different design language to the Power Huddles.
I worked in Adobe XD to create my UI designs. I worked in WordPress directly to update the main UTC site; wherever appropriate I passed my designs off to a developer. All of my email designs were made into templates within MailChimp so their team could make changes to them.