Co-Creative Director and Brand Design

Pele Awards Campaign

Co-Creative Director with Ariana Enomoto

Celebrating and uniting the creative community
during COVID-19

Ariana and I collaborated with our creative team to create a new theme and design—an identity that brings the creatives together for the Pele Awards.

View Website

Skills

Theme Development
Vector llustration
Social Media Design
Layout
Typography
Mockup Production
User Interface Design

the challenge

Inspire people to come together during social distancing

The onset of the social distancing regulations due to COVID-19 resulted in the first entirely virtual Pele Awards from entry to the awards ceremony. How can this event boost morale and continue to draw in people to participate in this competition?

the outcome

Visualize a brighter future

The identity of the theme focuses on coalescing through this virtual event to celebrate the work of the creative industry. This was used to inspire the resulting designs in the promotional social media posts and website.

Pele Awards

The Pele Awards is a long-standing competition for Hawai‘i’s creative community in the Advertising and Marketing fields. Directly linked to the national ADDY awards, chosen winners will represent District 13 from our professional and college divisions.

Theme Development

theme

we shine brighter together

core attributes

Resiliency
Community
Opportunity

Businesses and lifestyles have changed drastically since the start of COVID-19. We took the time to acknowledge the resiliency of the creative community this past year as a basis on which all participants can empathize. Using this point to empower people, we then focused on their combined potential to work towards a brighter future. Ultimately, the committee agreed on this theme as it demonstrates how our creative community, as a unit, is stronger as we go through trying times.

Design System

Typographic Scale

This is my h1

This is my h2

This is my h3

Alda is the font that we used for the body copy for the Pele Awards website. Particularly for the website, we used a mix of a serif and sans-serif font to increase readability. The font for the headers is Brandon Grotesque.

Color Study pele colors

logo Design

Finalized Design

The logo image emulates the rays of light coming together to a central point, much like how different individuals in the community are congregating at the Pele Awards. The triangle represents the iconic pyramid-shaped trophy to signify excellence in one’s field.

Artwork

accent

We decided to go for a minimalist design so the typography can stand out against the bright-orange, geometric background. In doing so, we added an element from our logo as a subtle graphic.