Visual Design Guide
Design Approach
I started with a defined array of fonts, colors, and styles from a new expanded brand guide I was also tasked with creating. These served as core elements for all designs.
Agile brand strategy for Milvian Group’s high-stakes product launches at
AWS Re:Invent and a Purdue University Hackathon, delivering visually
compelling assets and a scalable brand system that drove
measurable engagement across diverse audience
Milvian Group pursued an ambitious dual-event strategy to amplify its market presence by unveiling three products at AWS re:Invent—one of the premier global technology marketing and networking forums—while concurrently engaging a younger, tech-driven cohort at Purdue University's student-led hackathon.
Confronted with constrained brand assets and an abbreviated timeline, the company prioritized clear, differentiated messaging to resonate with both seasoned industry professionals and aspiring innovators, ensuring that product positioning, visual identity, and outreach tactics were precisely adapted to each audience's expectations and channels.
Develop an overarching brand strategy and produce a cohesive suite of high-impact deliverables.
My primary goal: cement Milvian Group’s reputation as an innovative tech player at AWS Re:Invent, while cultivating a relatable and impressive presence at the Purdue University Hackathon. The core challenge lay in building visual cohesion with only a basic brand guide, balancing creativity and consistency, and delivering everything ahead of critical deadlines.
I started with a defined array of fonts, colors, and styles from a new expanded brand guide I was also tasked with creating. These served as core elements for all designs.
I partnered with Milvian's Marketing Director to audit existing brand assets (fonts, colors, core motifs) uncovering a skeletal framework that needed strategic expansion. I developed new visual motifs, laid the foundation for a design systems, and established a versatile brand voice that could speak confidently to industry veterans while remaining accessible to emerging talent. Every decision was documented with clear rationale, and frequent stakeholder reviews ensured alignment without sacrificing momentum.
My execution was strategic and adaptive: AWS Re:Invent booth graphics and digital ads were engineered for long-distance visibility and impact while revealing narrative depth up close; digital campaigns distilled complex messaging into concise, cohesive layouts that reinforced the evolving brand identity; Purdue University Hackathon event materials balanced energy and openness with professional credibility, engaging students without diluting brand authority.
Milvian Group’s presence at AWS Re:Invent was widely regarded by partners and prospects as bold, consistent, and refreshingly distinct, and campaign metrics demonstrated a meaningful uptick in engagement compared with prior years, notably through increased booth visits and a higher number of qualified follow-ups.
At the Purdue University Hakathon, the initiative cultivated genuine curiosity, producing a strong rate of student engagement and a substantial number of opt-ins for ongoing interaction.
Deliverables were consistently completed on time or ahead of schedule, despite the creative brief evolving mid-project.
Users praised the designs for their clarity and approachability, while internal teams reported accelerated onboarding and more efficient production of new assets. Ultimately, the refined visual direction enhanced recognition and trust, establishing a higher standard for all subsequent outreach.
Additionally, the expanded brand system not only delivered immediate success at the event but also provided Milvian Group with a scalable foundation for future marketing initiatives.