Colorful geometric pattern on a black background, featuring abstract birds, stars, trees, and shapes in blue, purple, and orange tones.

Creating a cohesive identity for Appfire's global celebration

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Project overview

As lead designer for Appfire’s global Holiday Party, I developed a cohesive visual system that had to work across three regions - meaning it couldn’t lean into any single holiday or cultural reference. The direction needed to feel festive while still remaining rooted in the core Appfire brand, functioning as a playful offshoot rather than a standalone identity. During the exploration phase, I also directed additional designers on the Creative Services team, guiding early concepts to ensure the system remained unified and scalable. Once the creative direction was set, I partnered closely with the Events team to coordinate all print materials and approve proofs across each venue. This included signage, drink menus, region-specific photo-booth strips, ID badges, and custom swag items for employees. The resulting visual package brought consistency, clarity, and celebration to an event experienced simultaneously around the world.

Role

Lead Designer

Date

2024

Team

Anna P.

Sonia S.

Sanda G.

Skills

Art Direction

Illustration

Event Design

Early visual exploration of holiday-themed geometric tiles, testing color palettes, icon density, and repeatability across formats.

Image of various snowflake designs on a blue background, featuring diverse shapes and patterns in black and white, labeled "Snowflake exploration."

Colorful grid of abstract holiday patterns, including snowflakes, a tree, hearts, and geometric shapes. Bright blue, orange, and yellow tones convey festivity.

Two "Happy Holidays" posters feature colorful, abstract geometric shapes on a black background. The left card has interlocking gradients, and the right displays hanging ornaments.

Establishing a scalable pattern language

After exploring several creative directions, we ultimately moved forward with a Bauhaus-inspired pattern system that offered both clarity and flexibility. By breaking the visuals into simple geometric “holiday tiles,” we could nod to multiple celebrations without centering on any single one - a key requirement for a global celebration. Using Appfire’s core brand colors ensured everything felt cohesive and unmistakably on-brand, even as the tiles referenced different seasonal motifs and patterns. Because each tile was modular, the system became infinitely scalable. The patterns could be rearranged, expanded, or remixed to fit any asset, from signage to menus to swag, while maintaining a consistent visual language across every region the event took place in.

A grid of colorful geometric icons on a black background, featuring stars, birds, and abstract patterns with gradients in blue, orange, and purple tones.

Navigating global production challenges

Executing this system across three regions came with its own set of challenges. Every print material was produced locally in the region where it would be used, meaning each asset required both imperial and metric versions. This meant that we worked with multiple vendors across the globe, each with their own print specifications, file requirements, and proofing processes. We also had several hundred name tags to prepare, all requiring accurate localization to ensure names and languages printed correctly. To keep everything consistent, I partnered closely with the Events team throughout production, reviewing proofs, clarifying requirements, and confirming details for each region and vendor. This level of coordination ensured that no matter where the materials were printed or who printed them, they aligned perfectly with the visual system and met the quality bar for the event.

Two black signboards on a blue background display text for "AMER Holiday Party 2024" and "Fireflies lounge" with colorful geometric patterns above.

Black drinks menu and name tag on blue background. Menu lists two drinks with colorful icons. Name tag features festive designs and placeholder text.

Two black mugs with colorful geometric and nature-inspired patterns, including birds and stars, stacked against a vibrant blue background.

Slide deck with a festive theme for "AMER Holiday Party 2024" in Scottsdale, AZ. Colorful holiday icons adorn the dark background.

Festive geometric pattern with vibrant shapes and symbols, including stars, moons, and birds, set against a black background. The text "Happy Holidays" is displayed below, conveying a joyful holiday greeting.

Delivering a unified holiday experience

The final system delivered more than a festive look - it created a unified experience across every region, touchpoint, and piece of collateral. With over 700 attendees worldwide, the modular pattern language and brand-rooted palette helped ensure every location felt connected to the same celebration. From signage to swag to venue-specific materials, the identity scaled seamlessly, delivering a polished, consistent, and unmistakably Appfire experience across the globe.

Credits

Design exploration

Anna P.

Menu illustration

Sonia S.

Events team

Sanda G.

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