the off label chose october 2023 as a date for its inaugural international conference. my job was to create a key visual and a design system. i constructed ‘leonard’, a 3d gold statuette portraying vitruvian man. it became one of the key visuals and a prize awarded at the event. the identity is based on the grid, the contrast between very thin layout elements and bold fonts, as well as the juxtaposition of geometric and organic shapes. it meant to reflect both sides of aesthetic medicine - medical (scientific) and aesthetic (artistic).in addition, i created a majority of the print and digital assets. i also oversaw another graphic designer who assisted me with the social media content and the publication. meanwhile, i provided art direction for the landing page and the event space (lighting, stage furniture, reception, etc.).