For my Publication Design class, I redesigned the visual identity of DreamHack, a major gaming convention held in Atlanta. My goal was to redesign the logo and create promotional materials that could attract a modern audience while staying true to the brand’s original orange and black color palette.

I developed a refreshed identity inspired by the Y2K Frutiger Aero aesthetic, blending glossy, futuristic elements with gaming culture. As part of the rebrand, I illustrated a custom mascot: a girl with black hair wearing cat-ear headphones. Her headphones include the circular motif I created for the logo. She appears in both the event poster and on attendee lanyards, serving as a recognizable and playful brand ambassador.

I created the assets using Illustrator and InDesign. Throughout the project, I focused on improving my understanding of type pairing, hierarchy, and legibility. It was a fun and challenging opportunity to explore design that speaks to the gaming audience in a bold and cohesive way.