website redesign - ui/ux
A global innovation event, designed end-to-end
One brand language carried hundreds of participants through a 3-day event — across environmental branding, print, and an eight-site digital ecosystem.
Role
UX/UI & Visual Design
Client
SIT+ BIRLA CARBON
Year
2023
Timeline
8 weeks
Tools
Figma, Elementor, InDesign, Illustrator
Overview
As Lead Creative and Graphic Designer, I spearheaded the complete visual identity and design execution for a 3-day global innovation event — transforming the organisation’s innovation methodologies into a cohesive, intuitive and visually vibrant journey for hundreds of participants.
The Event Identity
Evolving the corporate DNA
Rather than a complete corporate redesign, the event identity was a strategic adaptation — the new logo was derived directly from the core Birla Carbon mark. It kept a strong tie to the company’s heritage while injecting a fresh, dynamic energy unique to the summit, and became the DNA for every physical and digital touchpoint that followed.
BiiG Innovation · Event identity
Birla Carbon · Core mark
The Challenge
Managing a high-volume digital & physical ecosystem
The core challenge was the sheer scale and diversity of deliverables. Within a strict 3-day timeline, hundreds of participants needed to move through vast amounts of information across physical spaces and digital platforms — demanding one brand language that could flex from posters, learning cards and games to an ecosystem of interconnected websites, each with its own purpose.
The Solution
A seamless 360° user journey
One brand language travelled with participants everywhere — online, on-site, and on the way home — so the experience felt continuous from the first session to the flight back.
01
The digital ecosystem — 8 connected platforms
One brand language travelled with participants everywhere — online, on-site, and on the way home — so the experience felt continuous from the first session to the flight back.
Exhibition
The Stories of Innovation
15 stories · story accordion
Program
Innovation Ambassadors
Role cards · persona playing cards
Workshop
Innovation that drives growth
Thinking tools · Drew Boyd
Workshop
Solve your problems on demand
Problem solving · Allon Sasson
Workshop
Innovate on your processes
Division · Shiri Yardeni
Workshop
Lead change
Innovation culture · Idit Biton
Workshop
Choose wisely
Idea selection · Nurit Cohen
Journey
Travel Playlist
Talks for the way home
Live sites are private · materials owned by the client
02
Physical touchpoints — environmental & print
In parallel, the identity came to life across the venue: large-scale posters and presentations showcasing innovation milestones, comprehensive learning kits, custom flyers, branded packaging, stickers, and interactive physical games that drove collaboration on the ground.
learning kits & tool cards
games & packaging
posters
Design System
Share the idea
A warm spectrum lifted from the Birla Carbon mark — deep red through yellow, orange and coral to plum. Each colour carries one step of a story, so participants could read any page by colour alone.
01
Colour palette
#9B0F14
Deep red
#F4D24B
Yellow
#F5862A
Orange
#D61F26
Red
#D6504D
Coral
#6E0B4F
Plum
02
Interactive elements
Gulf intercoastal waterways for an environmental project.
Reduce sulfur and nitrogen emissions without trucks or landfills.
Seawater scrubbing — borrowed from ocean vessels entering port.
The first industrial facility in the US to use this technology.
Before / after photography of the absorber and waterfront.
Explore every crazy idea. Connect dots from areas not considered.
Story accordion · one colour per step
Closed World
Tool card · downloadable PDF
Scroll cue · into the stories
Story accordion · one colour per step
03
Typography system
| Role | Font Family | Weight | Desktop | Mobile | Line-height |
|---|---|---|---|---|---|
| Display | Bebas Neue | Regular | 56px | 36px | 1.0 |
| Heading | Montserrat | SemiBold (600) | 24px | 20px | 1.3 |
| Body / UI | Open Sans | Regular | 16px | 15px | 1.6 |
| Accordion tab | Montserrat | SemiBold (600) | 14px | 13px | 1.2 |
| Button | Montserrat | SemiBold (600) | 12px | 12px | Auto |
Results & Impact
8
Platforms
launched on one identity
18
Tool cards
designed for download & print
15
Stories
of innovation, told in one system
7
Countries
represented in the exhibition
Don’t do innovation. innovate in what you do.
Birla Travel Playlist · closing line
Reflections
Building one DNA that held across print, environment and eight sites under a 3-day deadline showed me how much a system pays off at scale. A shared template let five workshop sites launch in parallel without losing consistency.
Credits & Tools
Lead creative & graphic design: me · Partner: SIT — Systematic Inventive Thinking · Illustrator, InDesign, WordPress, Elementor