Jaret Kelly Benson

Client (in-house)

Enseo


Discipline

Brand Identity, Signage & Environmental Graphics, Arts & Culture


Sector

Hospitality, Technology


Role

Art Direction

Graphic Design

Visual Identity

Project Management


Team

Jonathan House, video

Brandi Stroud, marketing

Kelsey Turner, marketing


Visual identity for Enseo’s HITEC party, an annual event for conference attendees of the industry’s largest hospitality conference.


HITEC (Hospitality Industry Technology Exposition and Conference) returned to Houston in 2018. This three-day exhibition features curated installations, along with a series of events, thought-leadership talks, and workshops. All of these activities highlight cutting-edge technology, innovation, creativity, and research from exhibitors around the world.

TASK

Develop a visual identity and asset package for the company’s premier cocktail party. This design should feature iconic elements from rock music, musical instruments, and the city of Houston. It must be adaptable for signage, print materials, and digital media, reflecting Enseo’s dynamic brand and its leadership in customized technology.

SOLUTION

This year, my team and I celebrated Houston’s iconic features with a new design. We created a primary graphic shaped like a guitar headstock to pay tribute to the city’s musical heritage. To achieve an authentic yet modern look, we employed a contemporary monoline illustration style.


We also incorporated four key elements of the city’s identity: its food, space exploration history, love for sports, and southern heritage. The color scheme consists of red, white, and blue; a nod to the great state of Texas. Additionally, we created a simplified version of the design for smaller items, such as koozies and stickers.

RESULTS

The design reflects an adventurous attitude, combining bold lines with clever elements, which perfectly represent the city's ethos of music and culture. The vibe at the event was incredible, buzzing with energy. People were singing and chatting, creating an entertaining atmosphere—friends and guests two-stepped late into the evening, making for an unforgettable night.

PROCESS

To begin the project, I researched the city’s culture, history, and environment to understand its unique characteristics. With this knowledge, I gathered inspiration and sketched initial ideas. After refining my drafts and incorporating feedback, I polished the design until it truly captured the essence of the event, resulting in a striking graphic that reflected boldness and innovation.