The convention required a comprehensive visual system that could function seamlessly across multiple formats and environments while maintaining consistency at scale and following BBYO's brand guidelines. The challenge was to design assets that were not only visually engaging but also highly functional, guiding attendees through schedules, spaces, and activities.

Target Audience

The primary audience includes teenage attendees from diverse cultural and geographic backgrounds, as well as staff, volunteers, and organizers supporting the event. This audience is highly social, digitally native, and experience-driven, expecting visuals that are both engaging and easy to navigate. The design needed to resonate with a younger generation while remaining clear and accessible in high-traffic, fast-paced environments.

design concept

The design approach focused on building a flexible and cohesive visual system that could adapt across print, digital, and physical spaces. Bold typography, clear hierarchy, and vibrant visual elements were used to ensure readability and impact at different scales, from handheld materials to large environmental graphics. Illustration played a key role in extending the brand into merchandise, with custom graphics for embroidered hats and stickers adding a layer of personality and collectibility. Together, the system unified the attendee experience, reinforcing both functionality and a strong sense of community throughout the convention.