Design Nation is an all-expenses paid conference focused on bridging the gap between the growing awareness and application of design and the stagnation of deeper design education in colleges nationwide. Every spring, undergraduates from all over the world come to NYC for a multi-day conference to hear from professionals across design industries speak on their creative processes and business challenges. In the hopes of elevating the status of the conference, reflecting a diverse design-centric audience, and captivating ambitious undergraduates–the team at Princeton University came to us with an ask to establish a strong design foundation for future conferences to come. They understood the importance of a well-designed brand in helping the conference gain more credibility, increase awareness, and build equity. Prior to this rebrand, they changed their logo and identity every year as the event was passed onto a different director.