A one-day social activation needed an identity that could travel from concept to street in weeks, so that's exactly what I built for #SenyumKarena.

#SenyumKarena set out to spread positivity and community connection through public creative participation, the kind of initiative that lives or dies on how fast and how far its visual identity can travel.

Lead the visual identity design and activation collateral for a system that had to work across physical event installations, digital social assets, and on-ground merchandise, on a compressed timeline.

• Built the identity around expressive smiling typography and warm, optimistic yellow and blue tones, tuned to photograph and share well.
• Designed interactive sticker badges participants could customize and share across social media, turning the identity into something people wanted to spread themselves.
• Produced on-site event banners, photo booth backdrops, digital storytelling templates, and a video recap that unified hundreds of user-generated stories under one recognizable movement.

The Numbers

An activation brand gets one shot to be recognizable in a crowd, and easy enough to copy that strangers will use it unprompted. That's a different design problem than a logo that just needs to look good on a business card.