Servicefest 2025 was an exciting project that allowed me to revitalize an outdated conference and give it a fresh, modern identity. This year’s theme centered around Formula 1, and I drew inspiration from F1 teams, drivers, and merchandise to create a dynamic visual experience. By incorporating Heartland Business Systems’ signature blue and pairing it with sleek, high-performance design elements, I delivered a cohesive and engaging brand aesthetic.

One key takeaway from this project was the importance of planning print collateral at a macro level. Developing tools such as mockups, maps, and placement guides ensures that designs not only look great individually but also integrate seamlessly within the event environment.