POPSUGAR play/ground 2023
POPSUGAR wanted to re-approach their annual Play/Ground by scaling back and focusing on the pillars that define a perfect day off. The lineup featured: celebrity conversations, concerts, a Beauty Bar Sponsored by Revlon, a Zen Zone for all the best treatments, several high energy workout classes in the POPSUGAR Fitness Studio, and a Hub full of give-aways to refresh and recharge. When coming up with the concept for the event, I was inspired by the boundless possibilities a day off could bring. We used gradients through out our marketing to emphasize this boundless day off, and brought them to life through paired down but large scale gradients on places such as our stage, welcome desk, and various stands and signs. We created little zones for each activity by using the colors within our parent gradient and color “coding” the various spaces our guests interacted with.
Vox Media Brand Identity
Design Director: Kristina DiMatteo
Principal Designer: Chris Carfolite
Motion Designer: David Lee Fiddler