When working on the campaign for the grad show exhibition, the main focus was on getting the theme across – “Baseline”, representing the starting point of growth in ones design career. One big decision made was creating a logo with a simple word mark and an arrow. The arrow’s path, starting flat above ‘base’ and peaking through the ‘N’, tells the story of each designer’s unique and imperfect journey, emphasizing the ups and downs of growth. The illustration style, featuring ‘sketch-y’ drawings on a textured background with vibrant colours like Red, Blue, and Orange, was chosen to capture a light and airy vibe as per the client’s preference. Mixing bold, square typefaces with scratchy, handwritten fonts reflect the solid foundation and messy ideation that are part of the creative process, ensuring a cohesive look across all exhibition materials that people can easily connect with.