SoDA Global Member Meeting 2023: Mexico City

EVENT BRANDING & DESIGN

Every year, members of the Society of Digital Agencies (SoDA) from around the world come together for three days of inspiration, fellowship and camaraderie. This event has been held in Amsterdam, Copenhagen, Barcelona and Miami Beach, just to name a few.

For SoDA’s yearly summit, I led the full event branding and visual identity. Inspired by the vibrant, surreal world of Mexican Alebrijes, I created a bold design system that extended across all event touchpoints—from stage banners and signage to program guides, projection slides, and the event website. I also designed a suite of playful branded swag, including custom enamel pins, socks, and stickers for attendee gift bags.

Main deliverables

Welcome Signage

Window Decals

Welcome Wall & Custom Photo Installation

Stage Backdrop Design

Program Guide

Attendee Name Badges (with variable printing)

Breakout Session Signage

Table and Breakout cards

Daily Schedule Handouts

Various Branded Swag for Gift Bags

Event Website and Newsletters

Graphics for Stage Projection

The venue for daily sessions was held at Durango 275, a modern and airy venue tucked in the heart of Mexico City’s Roma Norte district. Its clean lines, neutral palette, and open layout offered the ideal backdrop for showcasing the bold, Alebrije-inspired visuals within the venue’s minimalist setting.

Window decals at the entrance of the venue

The stage served as the visual centerpiece of the event, featuring an oversized LED screen framed by custom panels. The typography and illustrated elements were bold, playful, and full of movement — a reflection of both local culture and the creative energy of the global audience.

Decals were also installed in the main conference room for the sponsor lounge

Each breakout area was marked by a vibrant, creature-coded poster—featuring one of seven illustrated Alebrijes. These playful animal guides helped attendees quickly spot their session rooms and added a dose of character to the navigation experience.

From table numbers to table tents, these small-format signs were designed to pop across a sea of tables. Bright colors and bold type kept the Alebrije energy going while clearly guiding guests to their seats.

The program guide was the go-to resource for attendees throughout the event. It included everything from the daily agenda and dinner locations to the full attendee list and sponsor info—all wrapped in a bold, colorful layout.

To bring the identity to life beyond the stage, I designed a set of collectible swag items that blended playful design with tactile charm. Each attendee received a custom sticker sheet, enamel pin, and a pair of boldly patterned socks.

From the intricate SoDA logo on the pin to the colorful birds and florals on the socks, every item was crafted to feel like a keepsake. The stickers were a crowd favorite.