Design Week Sac
Overview and approach
When Amanda Sanchez proposed bringing Design Week to Sacramento at a CreativityMornings talk one early Friday morning, we knew we had just witnessed the beginning of something special. Cut to a year later – May 2019 – we just experienced the first ever Design Week Sac, and it was an incredible success! Our team was honored to work with the Design Sacramento leaders to create a brand that will continue to support and advocate what Design Week is all about. Looking ahead to the future, we could not be more hopeful for all the promising things that Design Week Sacramento holds for the entire design community within and around Sacramento.
This mark was designed to visually represent the incredible talent our city has to offer. It leads with a high-contrast lowercase, stylized sans-serif inspired by the contrasting diversity of Sacramento’s creative community. The lowercase speaks to how Design Week is an accessible way to connect, get inspired, learn, and network with other creatives. Our team also created a word mark for the non-profit behind the event, Design Sacramento. This separate mark can live on its own or locked up in conjunction with the Design Week Sac mark.
To further develop the brand, we took the dot of the “i” and extended it to create a platform for messaging – suggesting that Design Week is setting the foundation to bring the creative community together. It also serves to highlight the amazing, diverse, and interesting things happening here in Sacramento – continuously setting the bar higher for great design.
Our approach to creating the Design Week Sac mark had to be highly collaborative. We needed to make sure to respect the work of the previous year’s design, while understanding the need for a new, timeless mark moving forward. In addition to talking to designers in the community, we got our whole office together over coffee, carrot cake, a paper scroll and colorful markers for a brainstorming session to figure out what Design Week meant to not only our team, but the creative community as a whole. This project was a collaboration on all accounts, and since we had so much fun exploring designs, we wanted to share some of our other concepts from our design team. Both of these unused concepts took the approach of highlighting the photography or artwork they would be placed on.
The new Design Week Sac mark was painted by Jeremy Stanger and revealed at the Design Week closing party where we had a chance to talk about our design process and thinking behind the mark. We are looking forward to watching Design Week Sac grow and expand over the years to come.