Client: Saatchi & Saatchi
AD: 🙋‍♀️
ACD: Art Boonklan
Motion Designer: Michael Chang

Overview

The LIFT Conference is a Saatchi annual event founded and organized by the Saatchi Diversity Task Force. The initiative includes a speaker series, employee activities, and music showcases. The main theme changes each year, featuring content intended to foster positive office culture, work-life balance, and effective collaboration.

The Concept + Visual Direction

The 2024 LIFT Conference featured content around the idea of "making space for others while taking space for yourself" at work.
I developed a bold, colorful, uplifting, and dynamic Brutalist aesthetic with animation that literally "makes" and "takes" space on screen. The visual design, with contrasting colors and the variable font animation, reflects a strong point of view meant to express the confidence required to both take space for oneself and create space for others.

My ROLE

I art-directed the visual identity, the motion design for the panel intro videos, and designed all the event graphic materials, including posters, swags, and signage.

The Outcome

A well-received, cohesive brand experience for 500+ attendees that successfully translated an abstract concept into bold, memorable visuals.