Creating a cohesive visual identity for TAPPI’s largest student event — spanning digital, print, and on-site experiences while giving the conference its own personality within the TAPPI brand.
Role
Lead Designer - Brand Identity
Employer
TAPPI (The Technical Association of the Pulp & Paper Industry)
Platform
Cvent, Adobe Illustrator, Figma
Skills
Brand Development, Cross-Team Collaboration
Background
The TAPPI Student Summit is an annual conference connecting students in the pulp, paper, and packaging industries with industry leaders and career opportunities.
Prior to 2026, the event lacked a cohesive visual identity, relying on reused or inconsistent graphics that didn’t reflect the energy and ambition of its audience. My goal was to create a distinct, event-specific brand system that:
Maintained TAPPI’s master brand integrity through consistent typography, layout structure, and logo rules.
Added personality and excitement through bold colors, gradients, and dynamic graphic elements.
Worked seamlessly across web, social media, email, and on-site materials.
The Process
Brand Foundation
Designed a vibrant color palette with bold gradients, supported by geometric patterns and dynamic type treatments.
Created event-specific wordmarks, sub-logos, and lockups to pair with TAPPI’s master brand.
Established a typography hierarchy that balanced readability with youthful, energetic styling.
Digital Experience
Designed the event microsite in Cvent, customizing layouts, imagery, and navigation for the student audience.
Produced social media graphics, digital ads, and email headers to drive pre-event awareness and registration.
Print & On-Site Assets
Delivered core brand assets and guidelines to the environmental design team, ensuring visual consistency on large-format banners, signage, and wayfinding materials.
Created print collateral, including programs, schedules, and badges, that carried the digital look into the in-person experience.
Collaboration & Handoff
Provided production-ready files and a concise usage guide for internal and external teams.
Coordinated with environmental designers to ensure color accuracy and brand cohesion across all event touchpoints.
Impact
Established a repeatable visual identity system for future Student Summits.
Increased brand recognition and attendee engagement through a unified visual presence from first touchpoint to on-site experience.
Streamlined the production process for marketing and event teams by delivering a complete asset library and guide.