Popsugar Playground

Every year, Popsugar hosts one of the biggest female-led festivals that feature prominent female guest speakers, workout classes, beauty products, health food court, and 30+ sponsor sections for attendees to explore. Game on 2020 (now postponed due to Covid-19), will encapsulate a revolutionary weekend of strength, sports and action that spans all categories from beauty and fitness to sex and gaming.

Popsugar wanted their brand identity for this event to be bold and playful while striking a balance between beauty and sport and striking and approachable.

The designs evoke a feeling of activity and play through textures and graphic patterns referencing basketballs, courts, and race track lines. The hand drawn elements and illustrated icons help soften the bold fluorescents accents. The style guide I created will be used across all print and digital platforms including social media, subway advertising, web, event signage, environmental graphics, wildposting, wayfinding, package design and merch.