Event branding / identity refinement
L’ATTITUDE
2018
Brand refinement and event marketing for a historic annual event centered on the New Mainstream Economy driven by Latinos in America.
Project overview
Refining a major event brand under fast-moving launch conditions.
L’ATTITUDE is an annual American event where entrepreneurs, business leaders, artists, politicians, and industry influencers discuss the New Mainstream Economy. My first involvement was improving the official logo after it had already been in development, then helping move the identity through a whirlwind of edits, revisions, and event materials for the first L’ATTITUDE event in San Diego.
Improved an existing mark without restarting the brand from scratch.
Adapted identity work for a high-visibility public event.
Built excitement through vibrant, audience-aware marketing pieces.
Delivered across fast rounds of edits, revisions, and launch needs.
Refining the mark
Working within an existing direction and making it stronger.
The official logo had already been in development before I became involved. The work became a focused refinement process: improving the mark, making it more usable, and preparing it to carry a much larger event identity.
Developing the brand
Making the event feel bold, vibrant, and current.
For a first-year event, the visual language needed to create energy quickly and speak to a younger, culturally aware audience.
Speaker and event promotion
Building hype around the convention.
As the first annual event, the team explored catchphrases and speaker-driven messaging to capture the energy of the movement. The marketing pieces helped promote the event with a more exciting, memorable tone.
Watch it come together
From brand files to a live event environment.
This final section shows employers that the design work moved beyond flat assets into an event system with real-world presence.
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