Design, Unleashed
Sector: Design and Architecture, Non-Profit Company: International Interior Design Association Discipline: Branding, Design Systems & Strategy, Environmental, Print Design, Vehicle Wrap, Advertising & Marketing, Digital, Wayfinding
ASAE Gold Circle Award for excellence in membership retention and marketing.
Design Days is a two-day event aligned with NeoCon and set within Fulton Market—Chicago’s nexus of food, design, commerce, and culture—where leading interior design manufacturers operate their showrooms. As part of IIDA’s five-day NeoCon programming, Design Days existed within a complex ecosystem of meetings, keynotes, awards, activations, and chapter events, each requiring distinct yet cohesive marketing solutions. The challenge was to cut through an already saturated visual environment while reinforcing IIDA’s role as a unifying voice for the commercial interior design community.
The campaign concept, I Am IIDA, was rooted in identity and belonging. By using short, declarative statements, the system positioned IIDA not as an external organization, but as something personally embodied by its members—professionally, emotionally, and aspirationally. The language flexed across tones, from confident to playful, allowing designers, manufacturers, and attendees to see themselves reflected in the brand.
Typography
Typographically, Fjalla One was selected for its bold, condensed structure and expressive personality at scale. When pushed into oversized applications, the letterforms became graphic elements themselves—creating energy, approachability, and visual confidence. Paired with a vibrant color palette and intentionally loose placement, the typography anchored a suite of custom patterns that formed a modular visual system.
This system was designed for longevity and variation, enabling repeated use across touchpoints without visual fatigue while maintaining strong brand recognition.
The campaign came to life through high-visibility, experiential executions: temporary chalk stencils “tagging” the neighborhood with phrases like I Am Caffeinated, a wrapped Mini Cooper acting as a mobile brand marker, and insider copy woven throughout swag and environmental graphics. Each touchpoint was designed to interrupt the pace of NeoCon—offering moments of pause, pets, humor, and delight within an otherwise hectic schedule.
IIDA Design Dogs offered a “moment to paws”—reminding attendees that connection, warmth, and play are essential parts of creative culture.
