This project is a collaboration with KQED’s Events team and the PBS News/Newshour design team to design a flexible, eye-catching and tonally appropriate brand identity for the Reframe Festival. The festival strives to challenges attendees to consider new viewpoints, adapt to accelerating change, and reenvision the common good through the meeting of innovation and journalism live onstage at KQED, with segments broadcasted on TV through PBS News after the event.

Target Audience
Socially engaged individuals ages 40 and above, who are willing to invest in "intellectual entertainment" with the belief that their interest will lead to impact; avid news consumers interested in social innovation, politics, climate, technology and culture

Tone + Keywords
• solution-oriented
• intellectually curious
• community-driven
• substantive
• prestigious, but not fussy

I worked alongside a KQED Creative intern, the KQED Events team and the PBS News/Newshour team to moodboard, art direct, design, and implement the Reframe Festival logo lockup.

The goal was to both align the Reframe Festival brand with the KQED main brand and allow it to have a distinct look and feel by drawing from the lesser-used brand fonts from the KQED brand typeface families. I also created a distinct color palette and flexible graphic pattern utilizing the corner frame motif that could be easily adapted and applied across print and digital.

Afterwards, I applied the branding across a wide variety of assets (print, digital, motion graphics), communicating directly with the Product and the Audio-Visual teams, as well as print vendors.

Brand
Logo, fonts, graphic library, color palette

Print
Program, wayfinding signage, swag (tote bage, notebook, pen, etc.)

Digital
On-screen presentation graphics, lower thirds, motion graphics, web + social ads, email graphics

Interactive
Event webpage graphics, social posts

Adobe Illustrator
Adobe Photoshop
Adobe InDesign
Adobe After Effects
Microsoft Powerpoint
Google Slides

The Reframe Festival had a successful first year with strong attendance, and the festival has continued annually since 2024, expanding to become a two-day festival. Many of the speakers and hosts are high-profile, including PBS News Hour talent, political figures and more. There has been minimal change to the branding.