Trend Factory is a concept project I created: a complete brand identity for a fictional avant-garde fashion festival, carried from the screen into the street, the venue, and the hand. The goal was to design a brand bold enough to hold its own on a New York skyline, precise enough to guide a guest through a venue, and consistent across every touchpoint in between.

The brief: create a brand that feels exclusive and high-fashion without feeling cold, confident enough for a billboard, clear enough for a wayfinding sign, and coherent whether it appears two inches tall on a phone or two stories tall on a building.

The name pairs two opposing ideas, the polish of trend and the machinery of factory, so the mark does too. A faceted gem sits inside an industrial gear: luxury built, not just born. From that single mark, I built a bold, high-contrast system anchored by a confident red and a clean neutral, designed to read instantly at any scale.

A festival brand lives or dies by consistency across dozens of touchpoints, so the work started with the rules, not the artifacts.

- The mark works as a full lockup (symbol + "Trend Factory / Fashion Festival" wordmark), a stacked lockup, and a standalone gem-and-gear symbol for small or square placements like the app icon and apparel.

- Color is a deliberate two-tone system: a bright scarlet for high-energy, attention-first surfaces (advertising, web hero) and a deep crimson for sustained-reading surfaces (app interface, credentials, interior signage), balanced by a warm neutral and near-black.

- Type pairs a condensed display treatment for headlines, and the wordmark with a clean, legible sans for schedules, body copy, and screen UI the contrast between the two carries the "trend × factory" tension through every layout.

The digital system had to do two jobs: sell the event, then run it.

- Website — A chic, minimal site built around the red system a high-impact hero, a clear two-day schedule, designer profiles, and a tiered ticketing flow (General / VIP). The interface uses a consistent component language so every page feels like one brand.

- Mobile app. — Where the website sells, the app guides. It carries the same system into a working tool: secure login, a browsable home of designers, performances, and sponsors, a tabbed two-day schedule, detailed show pages with venue, room, time, and description, and a scannable ticket with QR entry and in-app upgrade. The app reuses the website's component logic type scale, button styles, and spacing so the brand stays consistent from desktop to pocket.

This is where the brand leaves the screen. The same system scales up to own physical space without losing its identity.

- Rooftop & building billboards — large-format advertising sized for distance and skyline, carrying the logo, dates, venue, and social handle with a single bold image.

- Street pole banner — a vertical format that turns a streetscape into part of the campaign.

- Transit-shelter poster — the brand at street level and eye level, with the full designer and performance lineup.

- "Become the Trend Setter" building wrap — the campaign at its largest, the type system holding up at architectural scale against a striking modern facade.

Designing for these surfaces meant thinking in terms of viewing distance, format, and context. What reads from a moving car versus a bus-stop bench versus a phone?

Inside the venue, the brand becomes infrastructure; it has to direct, not just decorate.

- Hanging directional sign — a ceiling-mounted "Registration →" identifier that guides arriving guests, holding the brand's color, type, and imagery while doing a purely functional job.
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- Interior schedule board — a framed, by-the-hour board placed in circulation space, letting attendees orient themselves to the day at a glance.
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Together, these begin a wayfinding family: identification, directional, and informational signage drawn from one consistent system.

The system extends to the things people wear and carry.

- VIP pass & lanyard — a two-sided credential: a branded front and a personalized back with name, QR, and dates.
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- Staff apparel — a restrained black tee carrying the symbol on the front and a bold "STAFF" on the back, designed to read across a crowded floor.

Trend Factory is a project that lets me deliberately push past the screen. Starting from a concept, I built a single system and carried it across digital interfaces, large-format advertising, interior wayfinding, and credentials, at scales ranging from a phone icon to a building wrap. It's a clear demonstration of how I think about brand: not as a logo, but as a coherent system that has to perform everywhere a person encounters it, including in physical space.

As a concept project, it enabled me to explore and experiment with viewing distance, format, placement, and the distinction between graphics that decorate a space and those that facilitate navigation.