2017 International Chefs Congress
The International Chefs Congress is widely considered the most crucial meeting of restaurant professionals in the US, hosted annually by publisher and culinary community incubator StarChefs in New York City. This year's theme, "Cook Your Culture", celebrates America's rich immigrant food culture and the individual histories and experiences that make today's cooks. The Congress featured events like "Bad Hombres y Mujeres", "Mofongo Master Class", "Cultural Appropriation in Food", and "All in the Family", where chefs prepared dishes based on family recipes.
It was crucial that the diversity and vibrancy of the chefs and dishes took center stage and above all that the presentation not take itself too seriously. I created a playful identity saturated in vibrant colors and naive, folk art-inspired illustrations grounded with a sleek and clean type and layout system.
For this project I created the visual identity and brand strategy for the event, designed print assets, created all the illustrations, art directed and designed the accompanying 300-page cookbook, and lead a small team of designers in production.
- Project Roles
- Art Director, Designer, Illustrator
- Adobe Illustrator, Adobe InDesign, Adobe Photoshop, Brand Strategy, Conceptual, Design, Design Strategy, Environmental, Environments, Management of Teams 1-10, Managing Budgets, Marketing Strategy, Painting, Print, Wrangling - Creatives
- Book Covers, Books, Brand Guidelines, Brand Identity, Branding, Corporate Events, Environmental Design, Events, Illustrations, Infographics, Logos, Magazines, Packaging, Parties, Photographs, Photography, Pitch Decks, Posters, Social Media Content, Typography, Wayfinding
- Project Industries
- Beer, Beverage, Restaurant, Wine/Spirits