For Webster University's 2025 Senior DADAH B.F.A / B.A Exhibition, I was appointed the role of 'Design Chair.' Through observing and understanding the wishes of the group featured in this exhibition, I created a title and visual identity that could be transposed across different media and properly advertise the show's contents. A Fruition is defined as the point in which something is realized, and I felt as though this word emphasized not that we are simply ending our time in university, but that we are given an opportunity through this showcase to create a final piece without any limits beyond our personal capabilities and interests.
I was interested in keeping the design system minimal for the sake of efficiency, but the challenge was to do this whilst also ensuring all 31 artists felt represented by the design. The way that I was able to balance these two issues was by limiting typeface usage to Helvetica variants and only diverting from that in the title's logo, which is still a very minimal and highly versatile customized version of a slab font called AM Assab.