ClioCon gets a new identity every year. For 2024, Clio’s biggest conference to date, the brand had to capture that year’s theme, stand out at the Austin Convention Center and engage thousands of in-person and virtual attendees. It also had to fit Clio’s evolving brand and scale across thousands of assets, from the mobile app to installations at the venue.

I led the brand as Brand Designer and Art Director, from the first creative directions through the full rollout. I directed a team of two brand designers, four digital designers, and two motion and multimedia producers, plus contract graphic and digital designers. My job was to set the visual direction and make sure a team that size could produce assets quickly without losing design integrity.

I pitched three distinct brand directions, and the chosen brand was “Harness Your Momentum.” It uses 3D isometric geometry, bold high-contrast colour and dynamic typography to suggest forward motion and transformation. The aim was to make a legal industry conference feel energetic and innovative, not corporate.

To keep a team that size consistent, I built a system anyone could pick up and use. It included brand guidelines and a toolkit, ready-to-use templates, and a recorded video walkthrough so every designer and producer could learn the system themselves. The team used it to create thousands of on-brand assets across every attendee touchpoint. The exhibitor guide was built on the same system.

The 2024 brand made the conference feel more immersive and impactful than in previous years. The exhibitor guide brought in over $1M in partnership revenue.