THE SUMMIT

Orlando, Florida

Project Type

  • Brand Strategy
  • eCommerce Website
  • Collateral

My Role

  • Creative Director
  • UX Designer
  • Visual Designer

The Client

THE SUMMIT is an annual symposium and trade show for progressive attorneys, created by the attorney coaching experts at Atticus, Inc. This premiere event featured an impressive list of keynote speakers, including America’s Got Talent “Golden Buzzer” winner, Mandy Harvey, and the highly accomplished author and life coach, Jeffry S. Life, MD, PhD, FAAFP.

Brand Strategy

As a brand new event, THE SUMMIT needed complete brand, website, and collateral designed. Colors were easy, as my team and I incorporated the parent company’s palette of bold red with grayscale accents. For the brand as a whole, I wanted something less corporate, but still visually appealing to the primary consumer (attorneys and law firms). To achieve this goal, I played off of the summit concept and themed the brand with mountainscapes. 

Designed by the talented Julius Tauzon, the logo features mountain iconography that mirrors an upwards moving graph, indicating the core of the event: to gain knowledge that increases company/attorney growth. It’s clever, and lacks the stuffy, conservative nature common in corporate visuals.

UX Design // eCommerce Website

The website and other collateral feature a more dramatic, recurring mountain scene that makes a bold visual impact. To enhance these visuals, a subtle parallax motion was used on the homepage. The website was developed with a proprietary WordPress theme with Woocommerce integration for ticket and merchandise sales. The company initially used EventBrite for ticket sales, which was costly, and moving ticket sales within the website saved an estimated $60,000 the first year. The website also included features such as social feeds, multi-step forms with funnels and conditional logic, downloads, and more.

Visual Design // Collateral

I also designed a number of digital artwork and collateral items, including physical and downloadable tickets, Instagram packs, trade show banners, and an event program booklet. 

Event Tickets
Physical, shown below, and downloadable tickets were designed. The downloadable tickets were PDF format with instructions printed below the ticket graphics shows below.

Instagram Pack
A comprehensive set of Instagram post templates structured into a Figma component library for easy content updates.

Trade Show Banners
These roll-up trade show banners were designed for the event’s parent company, Atticus Attorney Coaching, and were displayed in the main floor.

Program Booklet
An ad-heavy printed version of the event program was designed as an additional stream of revenue, and handed out to every attendee upon entrance. Rather than flood the event with industry-related ads, these spots were reserved for local businesses around the venue, which provided attendees with a useful resource for local entertainment and shopping during their stay. Coveted ad spots were available in full, half, and quarter page slots.

Services and products provided:

Brand Strategy

  • Brand exploration
  • User personas
  • Color explorations / palette
  • Typography
  • Logo direction
  • Brand / style guide

Website

  • Discovery
  • Moodboards
  • User flows, purchasing journeys
  • Wireframing
  • Polished designs

Visual & Collateral Design

  • Tickets (physical & downloadable)
  • Program booklet
  • Instagram pack
  • Trade show banners
  • Photography selection
  • Photo editing and correction
  • Custom Woocommerce emails

Marketing

  • Custom Infusionsoft (Keap) email templates
  • Comprehensive copywriting
  • SEO

High Fidelity Designs