BRANDING FOR ABBVIE HACKATHON, “HACKVIE”
BRAND IDENTITY | LOGO CREATION | CLIENT PROJECT
As a visual design intern at the AbbVie, a leading global biopharmaceutical company, I was asked to create the branding for the 2023 summer hackathon, “HackVie.” This event was hosted at AbbVie headquarters in Lake County, IL, with 31 participating student interns and over 100 attendees at the final presentation.
When I was briefed on this project, I was tasked to create an 80s-themed brand identity using bright colors and fun graphics that embodied the 80s vibe: neon, bold, groovy, tight jeans and big hair. The requested assets included a logo, t-shirt design, sticker sheet, four posters, and PowerPoint templates. The duration of this project was two months, including time for feedback, revisions, and working with various venders to order the assets.
ESTABLISHING THE BRAND
After researching different styles and design trends in the 80s, I created a logo and brand identity that embodied the bold, neon, maximalist vibe. I chose to illustrate a boombox for the logo, a classic symbol from the 80s, and incorporated flat, simple shapes to make it more dynamic. After establishing the logo, type, and colors, I created the posters and sticker sheet, including a few of the stickers on the poster to create cohesiveness across all assets. The gradient background and striped triangles in varying sizes and opacities add depth and contrast in hierarchy to the posters.
While creating the sticker sheet, I chose to illustrate classic objects from the 80s, including subtle nods to the AbbVie Innovation Center (AIC), the name of the office the interns work at. I added the flat shapes to the background of the sticker sheet to tie it together with the poster. These sticker sheets were a hit, and still live on many employees’ laptops today!
