As the Art Director for the "How to Innovate in the Era of AI" festival campaign, I curated the festival’s visual identity, shaping its aesthetic from the ground up. I designed the logo, developed a cohesive branding strategy, and created a range of engaging assets, from workbooks and wayfinding signage to marketing materials and a vibrant mural. My work crafted a unified and unforgettable brand presence, enriching the festival's identity and elevating the overall attendee experience.