Harrison Jude

A dynamic lockup system that can adapt not only to the brand, but to any physical context.

In 2022 alone, Adweek Events produced 12+ events, each with their own unique themes and visual identities. Previously, each event was entirely its own, with very little cohesive identity connecting them. Some larger events barely even acknowledged that they were under the Adweek Events umbrella at all.

With the development of the Adweek Events Lockup, it was important to walk the line carefully between constructing an underlying cohesive framework that would clearly tie all of the events together under the Adweek Events banner, while ensuring that the unique individual expression of each event was not stifled.

Account for lockup profile

Each lockup contains a set of configurations that allow it to take on different aspect ratios. From horizontal, to vertical, to square, and in-between. This all to avoid the awkward cramming of a lockup anywhere making it feel out of place.

Naturally Shift Hierarchy Between the event and Adweek

The hierarchical balance between Adweek and the event itself is by design, fluid within this lockup system. By not locking the hierarchy into place, and accounting for different balances, inconsistencies between events are preemptively avoided. Whereas smaller events in the past may have had Adweek very prominently displayed at all times, larger events may have featured it so minimally as to almost forget it was there. When these event lockups were featured next to each other, you would be forgiven for not thinking they were related. The new lockup design system remedies this, allowing the event lockups to fall visually more or less under Adweek contextually.