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Igor Dinuzzi

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
Year
2026
The Momentum keynote stage, a speaker alone in front of a wide dark screen carrying the radial mark and the momentum wordmark, with a full auditorium seated in front of it.
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 premium branded event for Smartness, built around innovation, hospitality, networking and industry leadership. The project covered a complete visual ecosystem, from the core identity through to the web, the attendee touchpoints, the social launch, the keynote decks and the spaces themselves.

As Lead Designer and Creative Director I took it from concept to execution across every digital and physical surface: the logo system, the interface, the launch campaign, the badges, the keynote templates and the large format graphics.

The goal was an identity with enough energy to stand as a flagship brand of its own, while staying unmistakably part of the Smartness ecosystem. It had to read as modern and premium on a screen, in print and in a room.

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.

The Momentum logo in two treatments side by side: the purple radial mark with a dark wordmark and the by Smartness endorsement on a pale pink grid, and the mark reversed in white inside a purple rounded square on near black.
Positive and inverted, on the construction grid.
The Momentum logo centred on a deep navy grid, the purple radial mark beside a white lowercase wordmark with by Smartness beneath it.
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.

Eight Momentum schedule cards in Italian, each with a time slot, a session title, a short description and a speaker, colour coded across purple, sand, lime and pale blue for keynotes, breaks, panels and workshops.
One card template, recoloured by session type, in Italian.
A Momentum social graphic in portrait, the word Keynote repeated as a lilac background pattern behind a dark speaker card with a photograph and a lime name tag reading Mario Rossi, VP Product.
Speaker announcements, built from the same parts.
Two Momentum billboards on Milan streets, each carrying the logo, the line about the event for product managers and digital leaders building the future, the date, time and venue, and the AWS main partner mark.
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.

Three photographs from the Momentum event: a pile of attendee badges on branded lanyards, a seated audience with a Momentum tote bag on the floor, and a stand with a presentation screen showing Smartness performance figures.
The system on the day, from the badge table to the stand.
A navy Momentum tote bag, a matching hardback notebook and a pencil, each carrying the logo in purple and white on a dark background.
Tote, notebook, pencil.
A navy Momentum t-shirt shown front and back, with a small chest lockup, a sleeve mark, and a large radial symbol and wordmark across the back above the event line and hashtag.
Apparel, where the mark gets to be large again.
The Momentum gift box shown closed, open and as a flat dieline, printed in navy with purple marks and Italian lines about building the future together and being part of the change.
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