Yahoo! Merchant Summit
Yahoo! Merchant Summit
Event Branding
Creative Direction
Environmental Design
Design System
Overview
Creating a scalable event identity across every branding touchpoint.
The Yahoo Merchant Summit needed a distinct event identity that felt unmistakably Yahoo while working across digital, print, presentations, and on-site experiences.
I developed a flexible visual system using Yahoo’s core brand equity, expanded through bold color, geometric forms, photography, and modular layouts.
The Challenge
The event required more than a single hero graphic. The identity had to:
Feel connected to Yahoo while having its own personality
Work across promotional and information-heavy content
Scale consistently across multiple formats
Stay visually engaging throughout the event experience
What I Did
Developed a community-first identity and visual direction for the summit.
Designed the system across large-format graphics, signage, wayfinding, gathering spaces, and promotional materials.
Art-directed applications to keep the attendee experience energetic, connected, and consistent.
Results
The Yahoo Merchant Summit became a cohesive branded experience across digital, print, presentation, and environmental touchpoints.
The system strengthened event recognition, improved consistency, and provided a flexible framework for scaling creative across multiple communications.
This project reinforced my approach to event branding: the strongest identities work as systems, not isolated graphics.
By defining the creative principles first, I created a framework that balanced brand consistency with enough flexibility to keep each execution fresh.
Yahoo! Merchant Summit
Event Branding
Creative Direction
Environmental Design
Design System
Overview
Creating a scalable event identity across every branding touchpoint.
The Yahoo Merchant Summit needed a distinct event identity that felt unmistakably Yahoo while working across digital, print, presentations, and on-site experiences.
I developed a flexible visual system using Yahoo’s core brand equity, expanded through bold color, geometric forms, photography, and modular layouts.
The Challenge
The event required more than a single hero graphic. The identity had to:
Feel connected to Yahoo while having its own personality
Work across promotional and information-heavy content
Scale consistently across multiple formats
Stay visually engaging throughout the event experience
What I Did
Developed a community-first identity and visual direction for the summit.
Designed the system across large-format graphics, signage, wayfinding, gathering spaces, and promotional materials.
Art-directed applications to keep the attendee experience energetic, connected, and consistent.
Results
The Yahoo Merchant Summit became a cohesive branded experience across digital, print, presentation, and environmental touchpoints.
The system strengthened event recognition, improved consistency, and provided a flexible framework for scaling creative across multiple communications.
This project reinforced my approach to event branding: the strongest identities work as systems, not isolated graphics.
By defining the creative principles first, I created a framework that balanced brand consistency with enough flexibility to keep each execution fresh.
Yahoo! Merchant Summit
Event Branding
Creative Direction
Environmental Design
Design System
Overview
Creating a scalable event identity across every branding touchpoint.
The Yahoo Merchant Summit needed a distinct event identity that felt unmistakably Yahoo while working across digital, print, presentations, and on-site experiences.
I developed a flexible visual system using Yahoo’s core brand equity, expanded through bold color, geometric forms, photography, and modular layouts.
The Challenge
The event required more than a single hero graphic. The identity had to:
Feel connected to Yahoo while having its own personality
Work across promotional and information-heavy content
Scale consistently across multiple formats
Stay visually engaging throughout the event experience
What I Did
Developed a community-first identity and visual direction for the summit.
Designed the system across large-format graphics, signage, wayfinding, gathering spaces, and promotional materials.
Art-directed applications to keep the attendee experience energetic, connected, and consistent.
Results
The Yahoo Merchant Summit became a cohesive branded experience across digital, print, presentation, and environmental touchpoints.
The system strengthened event recognition, improved consistency, and provided a flexible framework for scaling creative across multiple communications.
This project reinforced my approach to event branding: the strongest identities work as systems, not isolated graphics.
By defining the creative principles first, I created a framework that balanced brand consistency with enough flexibility to keep each execution fresh.