A&M University
ROLE: Art Direction • Design
The Ask
Alvarez & Marsal wanted to refresh the annual training and professional development event branding to align with the new theme, Engage Together. This included updating the event logo and creating a cohesive suite of branded assets and merchandise for employees across the firm.
My Role
I redesigned and modernized the event logo to reflect the year’s theme, ensuring consistency with Alvarez & Marsal’s corporate brand. As Art Director, I led the design team in developing the full visual system and event collateral, maintaining a unified look and feel across all touchpoints.
Impact
The updated visual identity created a strong, recognizable brand presence for the event, reinforcing the theme of collaboration and engagement while delivering a polished, professional experience for participants.
DESIGN SYSTEM
Font
To reinforce the event’s theme, I used the company’s brand font, Helvetica Neue LT Std, selecting a bolder, extended weight to visually convey strength, unity, and the power of connection.
LOCKUP
Growth was the core inspiration for the new logo. While remaining anchored in the company’s branded font, I experimented with type manipulation to visually represent the extension of minds and the transformative opportunities the event offered.
Color PALETTE
To create a visual identity that felt both fresh and authentic to the brand, I drew from the company’s established style guide but intentionally highlighted secondary colors that were rarely used in day-to-day communications. This approach gave the event a distinctive look while remaining aligned with the firm’s core identity.
GRAPHIC ELEMENTS
To reinforce the theme of growth, I introduced an illustration of a tree with infinitely expanding branches. This element added visual depth to the mockups and created a stronger symbolic link between the logo and the event’s purpose.
