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The AIGA 18 Show Identity System

Arguably the region’s most notable design event, the annual AIGA St. Louis show attracts some of the industry’s top experts in the city, country, and even world. That’s why it was an honor when they asked 2e to craft the entire brand identity for the show’s 18th anniversary.


Building a brand identity for a client is a daunting task, made even more so when your client is a group of your peers. Because of its visibility within the St. Louis design community, the annual AIGA show — and specifically its visual development — is always a big deal. Every year, the show selects one of the city’s top agencies or design shops to help them build the show’s identity, which means the chosen agency has to strut their stuff in front of thousands of talented individuals that can spot subpar work from a pixel away. Lucky for us, we work well under pressure.


Each year, the chosen agency is asked to focus on the anniversary year of the show. In our case, being the 18th anniversary, we had to activate what the number 18 meant to us. You could go cigarettes and lottery tickets (which, in truth, was batted around at one point), but instead, we chose to highlight the duality of the age — the fact that being 18 belies buckets of turmoil, bravery, and confusion (much of which is parallel to the creative process). With that, we were off.


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