The Challenge / Problem
Basement LAN needed a cohesive visual identity that could scale across digital channels, social media campaigns, and physical event materials. The core challenge was twofold: creating a contemporary visual identity that drove high participant engagement year after year, while establishing a design framework that non-designer board members could easily maintain over a long-term engagement.
What I did
- Brand Strategy & Direction: Established the core visual identity, tone of voice, and brand guidelines from the ground up.
- Logotype & Asset Creation: Designed custom logotypes, vector badges, and comprehensive design frameworks.
- Campaign Execution: Developed promotional materials and digital storytelling assets tailored for web and social media.
Logo.
Logotype.
Event font - Alphabeta.
Event introduction graphic.
Merchandise.
Event fabric wristband.
Bus advertising in Lund.
Reflection
Basement LAN offered a great opportunity to explore new creative directions, marking a personal transition from Photoshop to heavily utilizing Illustrator for vector-based design. Leaning into the nerdy basement vibe with plenty of playful references kept the brand identity authentic.
If I could do one thing differently, I would have rolled out the rebrand earlier in the process; saving myself from micro-managing heavy graphics and making it easier for others to use the system correctly.
