Domination 2025

Brand Identity + Event Branding

Challenge

Ashley's annual leadership conference needed a visual identity that would energize attendees while supporting a broad range of event and communication materials.

The Concept

The identity was built around the idea of forward momentum.

Inspired by navigation and market leadership, the visual system centered on a dynamic arrow motif that symbolized movement, direction, and growth. This concept informed the broader brand language, creating a flexible identity that extended across presentations, event graphics, signage, and communications.

Client: Ashley Furniture Industries
Role: Senior Lead Graphic Designer
Disciplines: Brand Identity
Art Direction
Event Branding

Timeline: 2024–2025
Deliverables: Identity System
Signage
Presentations
Communications

01 / Event Identity

The Domination identity created a bold visual foundation for the event, using a focused design system that could flex across digital, print, and physical touchpoints while staying connected to the "Transforming for the Future" theme.

02 / Typography + Color Scheme

The Domination visual system used bold typography and a focused color palette to create a confident, high-energy event identity. Strong type hierarchy helped organize messaging across presentations, signage, and attendee materials, while the color system gave the campaign a polished, ownable look that could carry across both digital and physical touchpoints.

03 / Environmental Experience

Large-scale graphics, signage, and branded event moments helped bring the identity into the physical space, creating a more immersive experience for attendees from arrival through the main presentation.

04 / Presentation System

The presentation materials extended the campaign into the keynote environment, using strong typography, structured layouts, and branded visual elements to support leadership messaging on screen.

05 / Attendee Workbook

A supporting attendee workbook extended the Domination identity into a more personal, hands-on event piece. The layout system was designed to organize session content, notes, prompts, and leadership messaging in a format that felt polished, practical, and connected to the broader event experience.