CLIENT
Teikametrics
YEAR
2023
ROLE
Logo Design
Branding
Visual Identity
Art Direction
Teikametrics customer conference logo + branding
Project Background
In 2024, Teikametrics, a leader in AI-powered solutions for online businesses, hosted its first-ever user conference, Advance Summit. The event was highly anticipated and aimed to be a game-changer for ecommerce professionals. Attendees had the chance to connect with industry leaders, gain valuable insights, and explore the latest trends in ecommerce optimization.
Challenge
I was approached by the director of content and the events manager to design a fresh logo and branding for Advance Summit. The goal was to inject a sense of excitement and energy into Teikametrics' brand standards while maintaining visual integrity. This lively forum, intended for stimulating discussions and sharing best practices, needed a visual identity that felt cheerful and engaging, ensuring attendees were eager to participate.
My Approach
Logo
To start, I conducted market research on similar tech industry conferences to understand current trends and preferences. I established design parameters to guide my work:
Reflect the clean, crisp edges of Teikametrics' brand logo.
Ensure the logo is simple and easily scalable across various assets, from billboards to pens.
Use a sans serif font.
Explore themes of forward motion, excitement, growth, anticipation, advancement, AI, and digital optimism.
From these guidelines, I developed several unique logo sketches. The Teikametrics team quickly selected their favorite—a bold, simple, and evocative design that reminded them of summiting a mountain or following a path forward.
Branding
The Teikametrics team provided dynamic and tech-inspired design inspiration. Using their brand guidelines and color palette, I crafted a colorful and simple visual identity. During the design process, I discovered that the large ‘A’ from the logo served as a versatile design element. Whether out-of-focus in presentation backgrounds or enlarged on pop-up banners, this element tied the branding together beautifully.
Since the branding would be handed off to Teikametrics' in-house designer, I created editable mockups of essential assets, including presentation decks, social media posts, step-and-repeat banners, wayfinding signage, and various logo lockups. I ensured the branding was easily replicable across all event assets, even though I wouldn’t be art directing the entire event.
Results
The Teikametrics team was thrilled with the final logo and branding, expressing that they were “obsessed with the branding” and that I had “completely knocked this out of the park!” They appreciated the energy, freshness, and playfulness of the visual identity. The in-house designer successfully used the branding guide to create promotional materials for the event.
The new branding not only captured Teikametrics' commitment to supporting its user community but also encouraged collaboration and promoted excellence in the ecommerce industry. The Advance Summit visual identity is set to attract attention and generate excitement within their target market.
Some of the initial logo concept sketches
Presentation deck templates using the 'A’ symbol as a design element
Logo lockups for different applications
Social media post templates to build hype for the event
Wayfinding banner template and step & repeat
