Cambridge Associates, a Boston-based investment firm, hosts a full calendar of events and conferences each year. One of the standouts is the Investment Leaders Exchange. In the past, my work focused on event identity, wayfinding, banners, stage and wall graphics, and promotional pieces. This year, the brief shifted to making the visuals livelier and more engaging while staying true to the corporate brand. I introduced a brighter mix of brand colors and abstract, motion-inspired elements to add energy. While the final designs returned to the classic blue palette the firm is known for, the bolder concepts were well received and offered a fresh direction that still honored the brand’s roots.