DEFY is a Health and Wellness Expo that focuses on spreading information about different ways to keep the mind, body and diet in sync. The brand targets college age individuals looking to furthere themselves in health and wellness. 

In this project I created the brand from the ground up, starting with demograph profiles and working my way into the logo, stationery, advertisements, photography, etc...  The full brand book is available for viewing to the left and explains the different components to the brand.

As far as a vision for the brand I wanted to create a brand full of energy, as the people would be who would attend this event. Along the same lines I created something that appears to be fat, and athletic, yet inviting enough for the everyday person to get involved. I achieved this through color, line elements, type systems and much more. Check out the full book for an in depth look at DEFY.