Developed for Sunglass Hut Summit 2023, the proposed identity translated the theme “Envision. Empower. Ignite.” into a system built around energy, individuality, and self-expression. The goal was to create a contemporary look that felt connected to the brand while giving the event its own personality.

Recognition, rooted in place.

The concept reinterprets Sunglass Hut’s white circle as a source of light and energy. Fields of orange dots radiate from different points, creating movement throughout the identity and turning a simple brand element into the main graphic device.

Black, white, and orange keep the connection to Sunglass Hut immediate, while the mix of serif and sans-serif typography adds a more editorial character. The system was applied across digital graphics, credentials, menus, tabletop pieces, and environmental signage.