Welcome to check crafted visual identity for a summit, organized by Seqera labs where I worked as solo design lead. I build all the assets, from visual identity, website design to merchandizing for several years: 2022 (Barcelona) and 2023 (Barcelona and Boston). I also developed the 2024 visual identity and assets before transitioning them to a newly hired graphic designer, who made minor adjustments. As a result, I won’t be showcasing this work.

As the sole designer, I had the opportunity to work closely with a small, dedicated team during the event's inaugural year. Despite working with limited time, we achieved great success—selling out the event and watching it grow even more in the following years. By 2023, the team had impressively tripled in size.

Challenges

This project presented significant brand challenges. In 2022, my task was to seamlessly connect the well-established Nextflow product brand with Seqera Labs’ company brand while creating a unique visual identity for a high-profile event. The goal was to maintain the legacy of Nextflow’s brand while introducing Seqera Labs’ modern brand elements.

In 2023, the challenge evolved. I had to refine the successful event identity from 2022 to reflect Seqera Labs’ rebranding, including the new Nextflow brand, while ensuring it remained recognizable and versatile for future use. Additionally, the event frequency doubled, and a new location was added.

I developed a brand strategy for a flexible system that could scale across multiple venues while remaining consistent over time.

This project sharpened my skills in brand evolution, consistency, and scalability, while also teaching me valuable lessons about working under pressure and tight deadlines.

Brand strategy

The selected branding strategy for this annual event emphasizes a dynamic yet cohesive identity that evolves each year only through a different art direction while maintaining core elements, such as the color palette, typography, key components, and layouts.

See example of year 2022 Barcelona vs 2023 Barcelona and Boston below:

Designing

I was the sole designer, responsible for creating all digital and physical assets, from the website to merchandise. Moreover, my responsibilities as the design lead in the company extended beyond building assets for the event. I also developed assets for Seqera Labs and products used during the event.

In 2023 we made several attempts to bring in external graphic designers, but with looming deadlines and high pressure, those efforts fell through. Ultimately, I took on the full production myself, managing everything from concept to delivery under tight time constraints. The only exception was when a new in-house graphic designer joined the team, allowing me to hand over design work for the 2024 events.

[Watch recap video from 2023 Barcelona]

ABOUT:

Date: 2022-2023

Design team: solo designer/design lead

My role: web design, graphic design, motion design, workshop facilitation, team coordination

kh.uxer@gmail.com

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