The Challenge
Monashees+ is a prominent Latin American venture capital firm. They needed a complete experiential design system for their LP Meeting seminar. The ask was deceptively simple: make the event feel like the brand. In practice that meant designing every touchpoint a guest would encounter from arrival to departure. Wayfinding, registration, welcome signage, menus, and display animations all had to cohere without visual noise, without confusion, and in complete alignment with the firm’s existing identity. In a seminar environment, design failures are immediate and public. A confusing wayfinder costs 200 guests two minutes each. An off-brand menu signals carelessness to the exact people whose confidence matters most.
The Process
I was brought in by Happily as art director for the campaign. Working within the established Monashees+ brand, my job was to translate the identity into a spatial and temporal experience it had never inhabited before. The wayfinding system became the most considered piece. Rather than defaulting to conventional arrows, I developed a directional language using a single rotating slash. Minimal, geometric, and instantly readable at a glance. “This way.” Three words. One mark. It worked at every scale and in every lighting condition. The welcome, registration, and menu systems followed the same logic: maximum information hierarchy and minimum visual noise.
The Outcome
The seminar ran without friction. Guests navigated without confusion. The client confirmed the designs were fully on-brand. Every touchpoint held together as a single system.
Disciplines: Art Direction · Environmental Design · Wayfinding · Event Identity · Motion Design · Print Production
