ARRtist CIRCUS has been my most creative project yet when it comes to visual design. I handled everything—from building the brand to creating digital and graphic media. With a good amount of creative freedom, I took the chance to push the boundaries
Background
ARRtist set out to redefine the SaaS sales event scene as a platform where sales teams could connect, compete, learn, train, and have a genuinely fun experience.
To stay on trend, they leaned into AI, using it to craft much of the imagery, including dynamic speaker portraits.
The challenge? Building a brand that struck the perfect balance between expertise, professionalism, and premium quality—while keeping it bold, irreverent, casual, and fun.
The marketing team created this image with MidJourney and wanted it as the main reference for the brand's development. I built the color palette around the image and drew on its stripes, circles and stars to shape the design elements.
Original concept
ARRtist’s fast-paced development process meant juggling brand development and website mockups simultaneously. While the marketing team handled the site’s structure and content, we agreed on a vintage-inspired visual design. Drawing from early 1900s circus imagery, we used era-appropriate design elements and typefaces to bring the concept to life. The homepage mockup captures how the site looked at launch.
When the website went live, social media feedback was overwhelmingly positive, with lots of buzz around the originality of the marketing strategy and brand design.
Brand 2.0
With shifts in the marketing team, the brand needed an almost complete redesign.
At first, the brief was to stick to just two colors—yellow and purple—and avoid any design elements. I was able to highlight the importance of the circle and stripes for the brand identity, which eventually made their way back into the design. Gradients and complementary colors were added later to infuse the brand with a modern and elegant feel.
beyond web design
For this project, I wasn’t just responsible for all the digital media assets and AI-generated images. I also took my first steps into creating printed materials for the event. This included everything from signs and backdrops to other physical assets, giving me the chance to expand my skills and explore the unique challenges of designing for print.
