Dash: Flexibility by Design

Client:

Dash

Year:

2023

Role:

Head of Visuals

Deliverables:

Content

Categories:

Website Design

Visual Identity

Dash Design is Europe's largest design thinking hackathon, bringing together multidisciplinary teams to solve real-world problems. As Head of Visuals, I led the redesign of Dash's visual identity to create a more recognizable, dynamic, and consistent brand for the 2023 event.

Challenge

The existing visual identity lacked consistency and flexibility across different touchpoints. The goal was to create a dynamic visual identity that aligned with Dash's target audience while supporting a wide range of event, marketing, and social media materials.

Animated preview of the visual identity guidelines

Process

The redesign followed a system-based approach inspired by Martin Lorenz's Flexible Visual Systems. Through research, exploration, and iteration, the identity evolved into a flexible visual system where individual components could be combined into a wide range of assets while maintaining a consistent visual language.

Dash Hack participants, 2023 – Photo: Ella Kaidesoja

Dash flexible visual system for creating visual assets

Dash's website redesign on mobile view

Outcome

The final visual identity combines a flexible visual system with a bold logo, typography, and colour palette that can adapt across social media, merchandise, event production, posters, and digital platforms. The redesign was well received by Dash's stakeholders and provided the design and marketing team with a scalable system for creating consistent visual communication.