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Igor D.

05 · Momentum · Event branding and experience

Designing the energy of a moment

A flagship event brand for Smartness, built to hold its shape on a stage, a billboard and a lanyard.

Client
Smartness
Role
Creative direction, brand identity, UI/UX, event design
Industry
Hospitality events
Impact
  • 1,200+ event attendees
  • +84% social mentions
  • 96% positive sentiment
Year
2026
The mark at its largest, which is the size it was drawn for.

Overview

An event brand that had to work everywhere at once

Momentum is a flagship branded event for Smartness focused on innovation, hospitality, and networking. As Lead Designer and Creative Director, I directed the end to end visual ecosystem across digital and physical touchpoints, including the logo system, web interface, campaign materials, badges, keynote templates, and spatial graphics, balancing standalone premium energy with cohesive ties to the Smartness ecosystem.

Tools: Figma, Illustrator, Canva, Claude, ChatGPT, Nano Banano.

Concept

Movement, acceleration, connection

The system rests on three ideas that are easy to say and hard to hold across forty different surfaces.

  1. The symbol

    A radial mark engineered to read as kinetic energy, paired with a clean lowercase wordmark that stays quiet next to it.

  2. Colour and tone

    A deep dark ground throughout, which gives the accent its charge and keeps contrast high wherever the brand lands.

  3. Modularity

    Typography hierarchy, contrast and grid built to translate between large format signage and an interactive screen without being redrawn.

  4. Room to grow

    Modular components and flexible logo variations, so future editions and spin off formats inherit the system rather than restart it.

Deliverables

Three groups, one system

Deliverable 01

Identity and logo system

The radial mark and lowercase wordmark, with the Smartness endorsement locked underneath, working positive and inverted on light and on dark.

Positive and inverted, on the construction grid.
The primary lockup on the dark ground the system is built around.

Deliverable 02

Digital and social

Schedule cards, campaign graphics and keynote templates, built so a programme change is a content edit rather than a redesign.

One card template, recoloured by session type, in Italian.
Speaker announcements, built from the same parts.
Out of home in Milan, with the AWS partner lockup.

Deliverable 03

Physical experience and environmental graphics

Badges, lanyards, merchandise, packaging, apparel and signage. The parts of an event brand people actually hold, and the ones that give the whole thing away if the system does not hold.

The system on the day, from the badge table to the stand.
Tote, notebook, pencil.
Apparel, where the mark gets to be large again.
The gift box, including the dieline it was drawn on.

Impact

Why it mattered

Momentum shows how a single visual identity lifts an event from a gathering into something closer to a brand in its own right.

Holding the same system across web, social, print and physical space gave the event real recall, made the day itself feel considered rather than assembled, and left Smartness with a framework the next edition can inherit instead of rebuild.

Credits

Client
Smartness
Creative direction, brand identity, UI and event design
Igor Dinuzzi
Website, social assets and environmental graphics
Igor Dinuzzi
Event strategy and copywriting
Smartness