SHEFI SUMMIT
ABOUT
SheFi Summit is a feminine-first experiential event series held globally, facilitating meaningful connections between people, projects, and ideas.
ROLE
Creative Direction/Lead Designer
GOAL
Design digital marketing materials, stage layouts, and print materials that visually capture the spirit of each different city, in order to create a warm and energized atmosphere while engaging the crypto community with discussions surrounding female leadership and entrepreneurship within frontier technologies.
DELIVERABLES
Visual Identity
Social media graphics
Presentation designs
Print- posters, banners, stickers
Stage design/installation
Merchandise
POAPs
BANGKOK
DEVCONNECT 2024
NOV.11.2024
For the SheFi Summit in Singapore, I aimed to capture the country’s unique harmony between nature and architecture.
What stood out to me was how seamlessly Singapore integrates greenery into its urban design, prioritizing sustainability without sacrificing development.
During my research, I discovered a digital archive of pre-2000s Singaporean graphic design, curated by Justin Zhuang, which reflects the nation’s colonial past and post-independence identity.
The bold, geometric designs in this archive, along with vintage matchbox prints and industrial signage, inspired my project. I used strong typography over striking city photography to mirror Singapore's fusion of nature and architecture, embodying the balance the city achieves between the built environment and the natural world.
SINGAPORE
TOKEN 2024
SEPT.17.2024
BRUSSELS
ETHCC 2024
JUL.07.2024
For the SheFi Summit in Brussels, I was drawn to the city’s blend of Art Nouveau and Modernism. I aimed to merge these styles by offering a fresh, modern take on Art Nouveau, known for its intricate floral patterns and organic forms.
Brussels, with its Art Nouveau legacy, has evolved into a modern city marked by iconic structures like the Atomium, symbolizing scientific progress.
Today, its architecture balances the ornate beauty of Art Nouveau with the clean lines of Modernism. My design incorporates organic, floral elements within a modern geometric framework, creating a visual dialogue that reflects Brussels’ seamless fusion of tradition and innovation.
DENVER
ETHDENVER 2024
FEB.28.2024
For the SheFi Summit in Denver, I sought to encapsulate the breathtaking beauty of Colorado’s national parks and rugged mountain landscapes.
Inspired by the classic aesthetic of vintage national park postcards and mid-century ski posters, I aimed to evoke the spirit of the American West—especially fitting for a winter summit in Colorado. The event's theme, “The Frontier is Feminine,” aligned perfectly with the state's diverse terrain, from majestic mountain ranges to expansive plains and deserts, symbolizing both exploration and empowerment.
For the stage design, I crafted custom wood cutouts painted in vibrant, bold colors to capture the energy and dynamism of SheFi’s thriving community. These colorful pieces added a sense of excitement to the stage, creating a visually engaging backdrop for the speakers and enhancing the overall atmosphere of the summit.
ISTANBUL
DEVCONNECT 2023
NOV.12.2023
For the SheFi Summit in Istanbul, I drew inspiration from the rich cultural and architectural heritage of the city, infusing elements of Byzantine and Islamic art into my design. Istanbul’s history as a crossroads of civilizations provided a wealth of artistic traditions to explore, namely the geometric patterns and cascading domes of Islamic architecture.
The architectural features of the city's 3,000 mosques, especially the iconic Blue Mosque, also informed my approach. The domes and spires, which create a sense of upward movement and spiritual ascension, became central motifs. The Blue Mosque's Turkish quartz tiles, influenced the incorporation of my own star and flower shaped tiles, while maintaining the modern energy of SheFi.
The geometric patterns commonly found in both Byzantine and Islamic architecture allowed for a sense of structure and order, while organic shapes and images softened the overall look, embodying the balance between tradition and innovation, much like Istanbul itself.
PARIS
ETHCC 2023
JUL.16.2023
For the SheFi Summit in Paris, I drew on the city’s iconic landmarks and romantic allure. To evoke nostalgia and intimacy, I incorporated vintage postcard motifs and handwritten letters, symbolizing the personal connections Paris inspires.
Postcard-style layouts framed key visual elements, creating a storytelling effect, while flowing script fonts referenced the city’s literary and romantic heritage. By blending these elements with Paris’ architecture, I aimed for a design that was both nostalgic and contemporary, reflecting the city’s emotional charm.
This romantic theme became a recurring motif for future SheFi Summits, celebrating Paris’ timeless beauty and its role in innovation and collaboration.
