For this assignment, I was responsible for creating a scalable look & feel for an event that Genentech was hosting for its Ophthalmology sector. The system needed to be built within the brand’s current guidelines while still standing out as its own system.

The brand had done an event like this before and wanted to refresh the system for this year. The previous event used imagery of the retina and eye scans, which worked amazingly, but was difficult to get approved by the client’s internal legal teams. This year, I wanted to add a more modern twist to the anatomy of the eye without showing any imagery (to avoid any legal or clinical pushback like last year). The eye is a complex part of the body and plays such a key role in our everyday life, so I thought it would be interesting to simplify it to shapes, excluding the generic circle. The round pill shape represents the roundness of the eye, the outlined pill shape represents the layers of the eye, and finally, the orange lines represent the complex vein system that runs throughout the inner eye.

The buildout includes banner assets to advertise the event, lower-thirds for the broadcast, a social system to be used for pre- and post-event social pushes, and much more.