Case Study

NumFOCUS 2024 Project Summit

Marketing Collateral Design

Brand Identity · Event Marketing · Collateral Design

Skills Used:

Brand Identity Design · Logo Design · Adobe Illustrator · Event Marketing · Print Collateral · Presentation Design · Visual Systems Thinking

The challenge

When NumFOCUS chose Boston as the location for its 2024 Project Summit, I saw an opportunity to do more than just slap a city name on existing assets. The challenge: create a cohesive event identity that felt both distinctly NumFOCUS and genuinely rooted in place — and do it in a way that could scale as an annual system for future summits.

My role

Designer & Brand Lead

I conceptualized and executed all visual brand elements for the 2024 Project Summit, including logo design, presentation templates, and physical event collateral. All work was produced in Adobe Illustrator, Photoshop, and InDesign.

Strategy & Approach

My starting point was the NumFOCUS logo itself — specifically the bracket motif that defines the mark. I wanted to find a Boston landmark that could organically replace that element, tying location to brand without forcing it.

After researching Boston landmarks, I landed on the Old South Meeting Hall tower. Tracing the tower's silhouette in Illustrator, I integrated it into the "O" of the NumFOCUS wordmark — rising from the letterform the way the building rises from the street. The result keeps the established brand equity while making the Boston connection unmistakable.

Beyond the logo, I designed a complete system — multiple colorways for different use contexts, a presentation template carried throughout the summit, and physical swag including a t-shirt and tote bag — all built from the same visual language.

This system was also designed with longevity in mind: the approach of pairing the NumFOCUS mark with a local landmark can carry forward to future summits, creating a consistent but evolving visual tradition for the event.