Beijing Design Week Redesign


During my internship with the Beijing Design Week (BJDW) launch in 2011, 2X4 designed a brand system for the event. Their branding included a “shifting dialogue box” that could be universally applied to various marketing materials. Though their system gave a feeling of dynamic energy to the identity, it was challenging for the team to maintain the visual consistency.

For a typography assignment at MICA, I redesigned Beijing Design Week. I kept the BJDW blue and dialogue box, which are already widely recognized. I improved how designers would maintain its visual consistency by simplifying the module of design elements and applying a grid to the logo system.