Seismic City Tours
Art Director
Lead Designer
Illustrator
Seismic Software
B2B SaaS
Art Direction
Logo Design
Brand System Creation
Merchandise Design
Print, Digital, & Social Design
Illustration
Experiential Design
Seismic City Tours
Art Director
Lead Designer
Illustrator
Seismic Software
B2B SaaS
Art Direction
Logo Design
Brand System Creation
Merchandise Design
Print, Digital, & Social Design
Illustration
Experiential Design
CONTEXT
The debut “tour” featured four events across four cities — New York, Boston, London, and Sydney. Our mission was to strengthen Seismic’s reputation as a thought leader within the enablement space, generate excitement around the brand, and foster meaningful connections within the community.
The debut “tour” featured four events across four cities — New York, Boston, London, and Sydney. Our mission was to strengthen Seismic’s reputation as a thought leader within the enablement space, generate excitement around the brand, and foster meaningful connections within the community.
Our goal was to create a sub-brand that felt distinct while remaining clearly connected to Seismic's core brand. Considering the music festival theme, we opted for a vibrant, color-forward approach; using fields of color, simple shapes, and bold typography to establish a strong sense of rhythm. To maintain a relationship with the core brand, we leaned on Seismic’s existing color palette and signature gradient motif.
With four events in four different locations over just a few months, organization was key to success. We needed a streamlined approach so that assets, signage, swag, and last minute requests could be produced quickly without compromising quality. By implementing a modular design system, we maintained efficiency while keeping time, budget, and additional resources to a minimum.
“Seismic proved once again why they are global industry leaders... Thank you to Seismic for always meeting customers halfway, giving us the best sales experience and being as vested in our success as we are.”
— CITY TOURS ATTENDEE
A modular logo and design system allows for city-specific variants, with and without landmark icons.
The palette offers a vibrant, bold, and modern interpretation of the core brand. We retained Dusk and Sun from the original palette, while subtly adjusting Dawn to reduce visual vibration when paired with other colors. Additionally, we refined one of our existing pinks to create Sunset, a new, brighter hue that enhances the overall energy of the palette.
To maintain a connection to the parent brand, we retained Proxima Nova as the primary typeface. To give the Shift brand its own distinct voice, we introduced Tablet Gothic as the headline typeface, striking a balance between boldness and approachability.
Illustration tiles serve as abstract representations of concepts that connect both the music theme and the company’s vision. For instance, “fast forward” symbolizes both musical playback and the company’s forward-thinking approach. These tiles can be alternated by color and style or arranged in grids alongside larger illustrations to create cohesive and dynamic graphics.