Command X

CLIENT : AIGA West Michigan Student Chapters

Objective

AIGA West Michigan wants to host Command X, a live design competition for students enrolled in design programs throughout West Michigan. A branding system needs to be developed to attract student involvement.

Challenge

Create a brand for the AIGA West Michigan Command X design competition, but also create a theme for this year that will be replaced each year with a new idea.

Solution

Develop a design that is modern and contemporary, but still uses a geometric style, inspired from the Swiss movement, as a way to motivate industry professionals and students to participate.

Discovery

Savvy Strategist

Upperclassman in university
Competitor in Command X

Motivated by:

Passion for design
Chance to network with employers

Buzzin' Beginner

Underclassman in university
Audience member at Command X

Motivated by:

Learn about the industry
Network with peers and professionals

Core Values

Passion:

The design community is coming together in one location to express their passion for design, no matter what they do

Learn and grow:

Students can watch their peers or compete in the competition, and they will learn and grow by going through the experience or watching others’ work be critiqued

Strategic thinking:

Competitors will need to use strategic thinking to create a solution to a design problem presented to them

Build relationships:

Attendees can build relationships through networking and socializing opportunities

Planning

I created a color palette based on the art scene found in the Grand Rapids community. The colors reflect a fun, inviting atmosphere.

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Identity Development

I did a lot of sketching and brainstorming before I started creating the digital version of the identity. Once I decided a couple directions that I liked, I moved on to develop the logo mark with Adobe Illustrator.