4 Years Designing for an International Stage (2019–2023)
Client: Interpub
Scope: Branding, Editorial Design, Motion Graphics, Web & Social Media Assets
For five consecutive years, I had the privilege of leading the entire visual design for SITA, the International Exhibition of African Textile — a prestigious event that travels across African capitals to celebrate and promote the continent’s rich textile heritage.
My Role
From 2019 to 2023, I was entrusted with the complete visual identity and design execution for each annual edition of SITA. Working under contract with Interpub, I handled everything from logo creation and poster design to motion graphics, social media content, and website layouts. My role required a holistic approach that ensured visual consistency while offering fresh, localized creativity for each new host city.
Challenges
Each edition of SITA needed its own unique flavor while still aligning with the broader brand identity. Striking that balance — creating something new without straying from the core — was a creative challenge I embraced. Another layer of complexity was the long duration of each contract (often spanning several months), which required me to plan meticulously and build highly organized, modular files that could be easily updated.
One memorable challenge occurred when the event was suddenly postponed just weeks before the scheduled date. I had to quickly revise all visuals — across posters, social media, banners, brochures, and more — already distributed and published. Situations like this taught me the importance of flexibility and scalable design systems in managing large-scale projects.
My Process
I approached each edition by first defining a core theme and color palette inspired by the host city and year’s specific textile culture. From there, I built a comprehensive visual system, allowing me to generate consistent assets efficiently while leaving room for creative adjustments. I used a combination of Adobe Creative Suite, motion tools, and smart file structuring to keep assets responsive to change.
Deliverables
Each year, I delivered a wide range of design assets including:
Event logos and brand marks
Posters and flyers for print and digital
Animated videos and teaser clips
Social media visuals for multi-platform use
Website design mockups
Mockups for signage, backdrops, and merchandising
Final print-ready and web-optimized files
Complete source files and style guides
Outcome
This ongoing collaboration allowed me to develop a dynamic and efficient workflow for managing large, evolving projects. More importantly, my designs helped SITA maintain a strong, recognizable identity while celebrating the rich diversity of African textile traditions across multiple countries and contexts.