Ashley Domination 2025 Conference

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

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.

Display Font

Eurostile Extended Black

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Subhead Font

Eurostile Bold

A B C D E F G H I J K L M N
O P Q R S T U V W X Y Z

Body Font

Arboria Medium

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Color Scheme

Primary

C0 M0 Y0 K100
R0 G0 B0

C17 M98 Y100 K9
R193 G5 B0

C24 M61 Y69 K7
R183 G113 B86

C2 M60 Y100 K0
R241 G128 B7

C0 M4 Y11 K0
R255 G242 B223

Secondary

C9 M28 Y100 K0
R233 G182 B0

C58 M49 Y49 K16
R109 G109 B109

C61 M76 Y0 K0
R124 G85 B185

C30 M0 Y72 K0
R177 G241 B114