Multi-year event branding for one of my favorite projects of all time—Amway Founders Council.
Event Brand Concepting
Art Direction
Graphic Design
Production Design
KEY COLLABORATORS
Design Collaboration Leslie Parks
Account Dana Staszkiewicz,
Account Nicole Huston
Account Mindy Tolsma
Created with AUX
London 2016
Sophisticated whimsy, the 2016 Founders Council event branding features a contemporary take on the Union Jack colors, with whimsical illustrated, London icons to create a bold yet playful representation of the city and it’s one-of-a-kind characteristics.
Illustrator Lydia Nichols
Vancouver 2017
Known worldwide for its creativity, quality and innovation, this concept celebrates Vancouver’s history as a world-renowned film production hub. The design pairs modern, stacked typography with juxtaposed city and landscape scenes to create a style reminiscent of movie posters.
Mediterranean Cruise 2018
The cities and towns along the coast of the Mediterranean are known for their rich history of exquisitely crafted artisanal goods done by hand in painstaking detail. Because of this care, the crafts from the Mediterranean carry with them an attractive, lived-in elegance. In the same way this concept, “Handmade Storytelling,” uses gestural, hand-made graphics that create a warm visual tone.
Handmade Storytelling points to the master craftsmen of the region while highlighting the undeniably Mediterranean experiences awaiting Founders Council guests. Just as each hand-made piece comes from a craftsman’s unique care and skill, each Founder’s Council member has put attention and craft into their accomplishments, resulting in masterpieces of achievement.
Artist Ekaterina Koroleva
Las Vegas 2019
Combining Las Vegas’s glamour and excitement with modern design, this concept takes inspiration from the lights of the city, the designs of its buildings, and Nevada’s Southwestern sky. Pairing the anticipation of A60 with the evocative visuals of Las Vegas, this concept highlights the sights and sounds awaiting attendees as they celebrate Amway’s journey into the next 60 years.
Cusco 2020
Founders Council 2020 is all about slowing down—savoring moments and engaging in experiences that encourage spiritual connection, renewal, and new growth. In this travel journal-inspired concept, we use a combination of hand-cut collage elements representing the past and the future, and hand-drawn accents as a way of documenting the journey to Peru in a beautiful and tangible way. This project was unfortunately cut short due to COVID-19.
Illustrator Ivy Carmolli
Future in Focus 2020
A digital event for 2021 due to the COVID-19 pandemic, this concept includes vibrant color blends and thoughtfully layered type to showcase Amway’s excitement and strong vision for the future. When animated, backgrounds will morph and change, reinforcing the important role clarity and focus play as the business continues to evolve.
Power Your Purpose 2021
Like the natural glow of health and the buzz of a thriving business, our reimagined neon-sign-inspired direction incorporates uplifting illustrations with a bright, yet calming color palette to tell a well-rounded health and wellness story as it relates to our digital-forward world.
Illustrator Neil Hubert
Bits & Pieces
All the concepts and event branding above could not have been created with the help of several talented friends, partners, co-workers, designers, account managers and incredibly trusting clients. This is just a small selection from each years materials—with an outstanding range from dozens of pieces to thousands, translated into 12+ languages with international partner, Rubric.