Scaling a Brand for Worldwide Reach
As the World Space Elevator Competitions (WSPEC) prepared to grow from regional events to a worldwide competition circuit, I refined their visual identity into a system that would scale globally, while communicating their commitment to developing the space elevator field.
Role
Graphic Design
The Challenge: Tangled Threads
WSPEC’s posts, signage, and decks had been made by various volunteers, blurring the brand. Initial brand guidelines called for 3 versions of the same logo, further confusing its image.
Further, with plans to expand to new countries and add more competition types, WSPEC needed a system that would keep up.
The Work: Building for Scale
After auditing how and where assets were used, I recommended to executive leadership that we focus on our mission to develop the field. This guided decisions to retire certain graphics and keep others. That way, the new system kept WSPEC’s recognizability while refreshing the brand.
To support expansion, I designed country color palettes and location lockups so each regional event would feel distinct while still reading as WSPEC. Modular grids for Instagram, Reels, YouTube, and print became Canva templates, so volunteers could create on-brand posts themselves. The system has since extended into the competition rulebook and an ongoing website redesign.
