I led the design effort to refresh LA Tech’s visual identity and brand system, creating a cohesive look and feel that reflects the organization’s mission of supporting students and unifying the tech community in Los Angeles. The goal was to develop a brand that felt vibrant, modern, and approachable while grounding it in the city’s energy and tech-driven culture.

To meet this challenge, I designed a flexible brand system that included a primary, secondary, and badge logo; a complementary color palette; gradients built from related hues; and distinctive brand shapes inspired by the logo’s container form. Typography choices—Space Mono, Funnel Sans, and Familjen Grotesk—were selected to balance personality, clarity, and versatility across digital and print touchpoints. Icons, textures, and layout treatments were developed to visually express community, growth, and connectivity. Special attention was given to authentic image treatments, highlighting Los Angeles communities and the people LA Tech serves, while keeping layouts dynamic and inclusive.