Identity Design

Flux is a speaker series held annually at Cabaret Voltaire in Zürich, Switzerland, exploring the ideas of change, morphology, process, and pedagogy in the work of thinkers, artists, and designers.


Flux is a hypothetical conference celebrating change, morphology, pedagogy, learning, and creative practice. The brand is influenced by the Swiss design style with a modern and slightly playful twist meant to make a concept that could be perceived as dull a little bit more exciting.

The conference brings together many artists and designers from various backgrounds to speak about the effects of change, growth, and morphology in their creative processes and work through a lens of things they have learned and how those things were taught to them.

The name of the conference and its visual identity were inspired by the Fluxus artistic movement, one with which I am very familiar and strongly identify with in my artistic and sculptural practices. Following the lineage of Fluxus, I decided to create a modernist evolution of core principles of destruction, deconstruction, invention, and constant change.


The Flux pattern is created generatively using a desconstruction of the custom logotype. The logotype is constructed from only basic shapes: a single half circle in combination with horizontal, vertical, and diagonal lines.

After the deconstruction, the shapes are affected by various Illustrator scripts I wrote for the project to create a generative pattern, and then adjusted by hand to lighten the pattern and give more human touch so it doesn't feel as cold.

Final Poster

I decided to design a single poster for the event and it went through numerous iterations as I refined a visual direction.

The final iteration of the poster perfected the generative pattern structure with addition of manual alteration. It uses a single origin point and "falling" parts of the desconstructed logo to form a visual metaphor for the ideas of origin, learning, entropy, and pedagogy in the realm of creative action.


An event booklet was also created for the project. This served as a more constrained space within which I could refine and reapply the themes explored in the poster, in a more confined and restricted context. I gave myself a requirement of working with a certain amount of text and working with images and the artists' work in order to apply the visual identity in more eclectic ways.

In the process of designing the booklet I began to get locked into the type and hierarchy systems that I created, so I decided to ditch the entire thing and go back to the drawing board. Luckily, it yielded much more appropriate results when I reframed and reapproached the booklet.

Poster Explorations

These are a few of the milestones in the exporation of the poster design.


Overall Flux was a really rewarding project to work on. It didn't yield any sort of revolutionary results, nor did I expect it to, but as a self-initiated project meant to refine my skills working with typographic and visual systems, it did its job quite well.

Not only did the project help me work better and more efficiently with typographic systems in print design, it also helped teach me much more about print production, photo editing, and thematic adaptation for different contexts.