Brand Refresh for ABX (Architecture Boston Expo)

Design | Minimal Shapes and Lines

ABX (Architecture Boston Expo) is the place to explore new ideas in building and design, learn about the latest research in materials and technologies, and meet face-to-face with AEC and design professionals. The average ABX attendee is a 55+ year-old male architect with purchasing power from a Boston-based firm with up to 10 employees.

For ABX24, the client requested a fresh look and feel that builds on the bright colors that worked well in last year's design. A key challenge was striking the right balance between two priorities: modernizing the look for ABX24 without alienating the target audience—predominantly older, male architects—who needed the brand to still feel familiar and credible, not like a jarring departure. The solution was to keep the bright colors that resonated in last year's design while introducing new visual language to modernize the feel without abandoning what already worked, letting the campaign evolve rather than reinvent.

Inspired by abstract architectural photographs found online, the new design uses minimal shapes and lines to create a modern, sophisticated, and professional brand identity—with lines that imply connections between people and ideas.

The theme of the images used for the ad sample is Spiral, symbolizing life, nature, and creativity, while the images used for the banner and meterboard emphasize light. Background images shift between light gray and dark blue, with a bright blue-green that pairs well with the orange of the ABX logo and adds a sense of liveliness.