For Basecamp, I was commissioned to develop the logo and printed event collateral for an internal, in-person employee gathering inspired by the beloved TV show The Amazing Race. The brief was to translate the excitement, competition, teamwork, and adventure of the show into a cohesive visual system that would engage staff while still fitting with Basecamp’s brand.
First, I researched what makes The Amazing Race visually compelling—bold paths/routes, map motifs, directional cues, finish line elements, checkpoint symbols—as well as how experiential branding works in event settings. I then sketched out concepts and mood boards aiming for energetic typography, graphic symbols of travel and challenge (pins, flags, paths), color schemes with high contrast to boost visibility and excitement, and iconography that signals “team”, “race”, “checkpoint”, “clue”.
In the design development phase, I created materials including signage, race-route maps, team badges or flags, journals, and digital/web assets. These were built so that each item feels part of the same playful race narrative and yet is functional—instructions clear, time-sensitive visuals easy to read, durable materials for physical items, etc. After feedback, I refined typography, color balances (for legibility), and ensured elements could scale (say from posters to hand-outs) and work indoors/outdoors.
The result is an immersive event environment that captures the fun, urgency, and collaborative spirit of The Amazing Race, giving employees a memorable, energizing experience aligned with Basecamp’s culture.