Blakes Madness 2025
An annual client-facing networking event celebrating basketball season, designed to create an energetic and memorable experience for Blakes clients and colleagues.
Blakes Madness 2025
An annual client-facing networking event celebrating basketball season, designed to create an energetic and memorable experience for Blakes clients and colleagues.
CLIENT
Blake, Cassels & Graydon | Toronto
Role
Me: Assistant Designer | Wendy Y.: Lead Designer & Animator
TOOLS
Illustration, Indesign
TIMELINE
Jan - Mar 2025
CLIENT
Blake, Cassels & Graydon | Toronto
Role
Me: Assistant Designer | Wendy Y.: Lead Designer & Animator
TOOLS
Illustration, Indesign
TIMELINE
Jan - Mar 2025
100+
100+
Event Attendees
Designed visual assets supporting one of Blakes’ largest annual client and colleague events across a high-traffic venue.
20+
20+
Core Assets Delivered
Designed and delivered key event materials, including registration signage, menus, and branded graphics.
20+
20+
Event Zones Designed
Applied a unified visual system across registration areas, food stations, networking spaces, and on-site brand touchpoints.
70%
70%
On-Time Delivery
All assets finalized, approved, and production-ready within tight pre-event timelines.
Work Details
Project Brief
Project Brief
Blakes Madness is Blakes’ annual March networking event inspired by NCAA basketball, bringing together clients and colleagues for an evening of social connection, energy, and shared experiences. The event is designed to be lively, immersive, and memorable, reinforcing relationships through a celebratory atmosphere centered around the excitement of basketball season.
This project was one of my first large-scale event collaborations at Blakes, where I supported the Creative Services team in developing the event’s visual identity and on-site materials.
Blakes Madness is Blakes’ annual March networking event inspired by NCAA basketball, bringing together clients and colleagues for an evening of social connection, energy, and shared experiences. The event is designed to be lively, immersive, and memorable, reinforcing relationships through a celebratory atmosphere centered around the excitement of basketball season.
This project was one of my first large-scale event collaborations at Blakes, where I supported the Creative Services team in developing the event’s visual identity and on-site materials.
Ideation & Concept
Ideation & Concept
The 2025 Blakes Madness theme centered around bold red tones and strong basketball elements to reflect energy, movement, and intensity. During the ideation phase, I contributed to shaping the creative direction for the event’s visual system, with a focus on translating the concept of “madness” into a dynamic and engaging design language.
For the event logo, I explored basketball court layouts as a foundational structure, incorporating graphic linework, splashing textures, and layered typography to evoke motion and excitement. The composition was designed to feel energetic yet cohesive, aligning with Blakes’ brand while embracing the spirited nature of the event.
I worked closely with Wendy, a Graphic Designer at Blakes, throughout the design process, receiving guidance and feedback that helped refine the final direction and strengthen the overall execution.
The 2025 Blakes Madness theme centered around bold red tones and strong basketball elements to reflect energy, movement, and intensity. During the ideation phase, I contributed to shaping the creative direction for the event’s visual system, with a focus on translating the concept of “madness” into a dynamic and engaging design language.
For the event logo, I explored basketball court layouts as a foundational structure, incorporating graphic linework, splashing textures, and layered typography to evoke motion and excitement. The composition was designed to feel energetic yet cohesive, aligning with Blakes’ brand while embracing the spirited nature of the event.
I worked closely with Wendy, a Graphic Designer at Blakes, throughout the design process, receiving guidance and feedback that helped refine the final direction and strengthen the overall execution.
Final Design
The final visual identity was applied across a range of on-site and event-facing materials, creating a cohesive and immersive experience for attendees. I supported the design and production of key signage and assets, including:
Event logo and core visual system
Welcome and registration signage
Client registration signs
Food station menus
Table wraps and supporting wayfinding elements
The bold red palette, basketball-inspired graphics, and expressive typography helped establish a high-energy environment that carried consistently throughout the venue. These visual elements played an important role in guiding guests through the space while reinforcing the excitement and brand presence of Blakes Madness.
The final visual identity was applied across a range of on-site and event-facing materials, creating a cohesive and immersive experience for attendees. I supported the design and production of key signage and assets, including:
Event logo and core visual system
Welcome and registration signage
Client registration signs
Food station menus
Table wraps and supporting wayfinding elements
The bold red palette, basketball-inspired graphics, and expressive typography helped establish a high-energy environment that carried consistently throughout the venue. These visual elements played an important role in guiding guests through the space while reinforcing the excitement and brand presence of Blakes Madness.
Key Takeaways
Key Takeaways
Working on Blakes Madness was a valuable learning experience that strengthened my understanding of large-scale event design, spatial considerations, and collaborative workflows. Being involved from early concept development through on-site materials allowed me to see how foundational visual decisions translate into real-world experiences.
As one of my first major projects at Blakes, this experience boosted my confidence in contributing to client-facing work and reinforced the importance of adaptability, attention to detail, and teamwork when designing for high-impact events.
Working on Blakes Madness was a valuable learning experience that strengthened my understanding of large-scale event design, spatial considerations, and collaborative workflows. Being involved from early concept development through on-site materials allowed me to see how foundational visual decisions translate into real-world experiences.
As one of my first major projects at Blakes, this experience boosted my confidence in contributing to client-facing work and reinforced the importance of adaptability, attention to detail, and teamwork when designing for high-impact events.
