A brand system for 25,000 people
Six themed zones, 700 exhibitors and one visual language. I led the creative direction of a modular event identity that let every zone speak in its own voice without losing the whole.
Creative direction as Head of Event Design and Branding for SBC Summit Lisbon 2025, leading a mixed in-house and freelance team.
Problem.
At this scale, consistency becomes a structural problem. Six themed zones, from payments to player protection, each needed its own voice, but all of them had to speak the same language.
The previous system was not modular enough, and visual inconsistency had become a bottleneck for internal teams, vendors and the attendee experience.
Craft.
Structure unlocks flexibility.
Starting from the triangular base of the summit logo, we developed a family of 3D geometric forms, one per zone. They became anchors across signage, badges, slides, motion and merchandise.
Zone symbols. Colour and scale logic.
Each form got its own gradient set and rules for scale, so a zone was recognisable from across a hall and still worked on a lanyard.
Zone colour sets. Two tiers, one system.
Full-colour gradients for hero moments. Grey layouts with zone symbols for directional, sponsor-heavy or content-led material. It kept the energy where it mattered and the clarity everywhere else.
The grey tier. Templates that travel.
Shared templates and structured workflows let multiple teams and suppliers produce assets quickly and confidently within the system. I led the team and acted as the bridge between brand vision and real-world execution.
Wayfinding on site. A year in the making.
This was a year-long project, not a sprint. I worked mainly with Max Graur and Nikolai Sojmark on the signage, the wayfinding, the brand manual, the magazines and a long list of stakeholders. Then came motion: with the video team, we turned the system into animated assets. And alongside it all, we delivered the side events that ran during SBC Summit Lisbon.
Signage and wayfinding, on site.
Outcome.
- 25,000+Delegates
- 110,000 m²Of venue held by one system
- 6Zones, one language
A cohesive, modular brand system operating across 110,000 m², 700 exhibitors and more than 25,000 delegates, the company's largest event to date. Zones became instantly recognisable, asset production sped up, and the venue stayed vibrant yet easy to navigate.
On site.
