CoachThis! 2023
I directed concept explorations and nostalgia-rooted logos for CoachThis 2023, TCW's 90s-themed leadership conference. I translated those references into a coherent logo suite. The main mark stacks a block-built T with a brushy CW script, and I ran it through variations in leopard, checkerboard, paint splatter, confetti, and wavy patterns. A starburst Get NSYNC at Coach This badge and a Palm Springs logo with palm trees and desert road imagery extend the family. The memorabilia pulls from the same era: posters, a Total Request Live dinner poster calling for your best 90s fit, an event schedule card, a MASH fortune-telling game card, and a sticker set. Bright teal, magenta, yellow, and purple shapes, squiggles, and splatters tie the pieces together. I aligned the visual narrative with executive goals throughout. Attendees embraced the brand long after the event, using stickers and shirts and sustaining enthusiasm.