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An identity dedicated to the process of ‘figuring it out’ in the creative world.

Carnegie Mellon Design Lecture Series | Fall 2024 ― Spring 2025 | Team: Caleb Sun

Branding, Motion Graphics,
Print + Digital Media Production

For students, by students.

The Carnegie Mellon Design Lecture Series (DLS) runs annually, bringing in leading industry speakers selected by the student body. The series aims to capture a wide range of designers to reflect student interests, spanning graphic, industrial, experience, and game design. As leaders of the Lecture Series committee, Caleb and I developed the year-long identity system while also serving as liaisons between the School and our guests. Our work has taken shape in the real world through the School’s social media outlets, posters, flyers, backdrops, and exclusive interview zines for attendees.

Typography and Shape

The Lecture Series system is built on a single base component that informs both typography and image treatments. Using a custom brush in Illustrator, we add an eye-catching flair to headers and titles set in GT Alpina Italic and Cofo Gothic Light. These frames serve as the primary graphic element, bringing playfulness, spontaneity, and a cohesive way to showcase the speakers and their work.

Building Blocks, Building Futures

DLS is a fantastic opportunity for students to listen to and connect with seasoned industry professionals, learn from their journeys, and begin to piece together what a future in design could look like for themselves. The building-block style of the identity reflects the valuable lessons learned, revealing more about the speaker beyond their work. The grid, type, and blocks come together to create compositions that translate seamlessly across print and motion. A physics-driven motion system generates a unique layout for each speaker and enables smooth loop transitions.

A new color scheme is made for each and every speaker, filling the walls of campus and social media feeds. Since our identity is year-long, we devised a dark palette for fall and a light palette for spring, keeping interest alive without any drastic changes.

A Deeper Dive

Alongside the talks, our guests graciously sat down with the Lecture Series team before their visit to Pittsburgh to do exclusive interviews that were produced into zines for attendees. More candid and beyond what can be said in an hour-long talk, we cover opinions on the state of the industry, sources of inspiration, and simply, more stories.