Adweek Events Lockup Design System
A System Designed to visually unify a diverse family of events.
One System, Countless expressions of unique event identities.
In 2022 alone, Adweek Events produced 12+ events, each with their own unique themes and visual identities. Previously, each event was entirely its own, with very little cohesive identity connecting them. Some larger events barely even acknowledged that they were under the Adweek Events umbrella at all.
With the development of the Adweek Events Lockup, it was important to walk the line carefully between constructing an underlying cohesive framework that would clearly tie all of the events together under the Adweek Events banner, while ensuring that the unique individual expression of each event was not stifled.
A dynamic lockup system that can adapt not only to the brand, but to any physical context.
Account for lockup profile
Each lockup contains a set of configurations that allow it to take on different aspect ratios. From horizontal, to vertical, to square, and in-between. This all to avoid the awkward cramming of a lockup anywhere making it feel out of place.
Naturally Shift Hierarchy Between the event and Adweek
The hierarchical balance between Adweek and the event itself is by design, fluid within this lockup system. By not locking the hierarchy into place, and accounting for different balances, inconsistencies between events are preemptively avoided. Whereas smaller events in the past may have had Adweek very prominently displayed at all times, larger events may have featured it so minimally as to almost forget it was there. When these event lockups were featured next to each other, you would be forgiven for not thinking they were related. The new lockup design system remedies this, allowing the event lockups to fall visually more or less under Adweek contextually.
Morph Contextually To Scale and prominence
Event Lockups are designed not only to be used across a large range of assets, but within a wide range of prominence as well. Event Lockups created with this system are designed to be able to fall back visually on certain assets to allow the content to shine, while still being able to take center stage on assets where the event itself is the content, such as on event venue branding or the show opener.
Honoring and Expanding upon the Icon Adweek legacy
A major driving force behind the inception of this project, was to capitalize on Adweek's iconic brand and name recognition, in order both bolster the Adweek brand as well as to give more authority to the events themselves. This was the driving factor to design the oblique as a unifying element, pulled directly from the classic Adweek wordmark.
Designed to move
Teaching an old dog new tricks
Inline Modular Components Provide the framework for evolution and growth potential
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Configurations for every occasion
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