Horizon needed a scalable design system to ensure consistency across its growing suite of digital products. The aim was to unify design elements while maintaining flexibility for future expansion.
We audited existing interfaces, defined core design principles, and developed reusable components that streamlined the design and development process. The challenge was creating a system that could adapt to evolving needs.
Building the identity
Color, typography, motion. The wordmark isn't set in an existing typeface — I drew the characters in Illustrator so the letterforms could carry the idea rather than borrow it. The motion background came from a node-and-connection structure that read, deliberately, a little like DNA. Connection as something intrinsic rather than aspirational.
Designing for 73 feet
The 2025 meeting was at the Westin Boston Seaport, which has an LED wall large enough that the usual rules stop applying. I worked directly with the venue's lead technician to get specs, dimensions, frame rate, maximum loop length, and hard limitations before drawing anything — at that scale, the constraints are the brief.
What happened in the lobby
People figured out it was a loop and stayed. Employees stood in front of the wall waiting for themselves to come back around, in ones and small groups. That wasn't in the brief.
For the 2025 event at the Westin Boston Seaport District, I animated the venue’s enormous wall display — using its full scale to spotlight employees and guest speakers. Seeing people recognize themselves on screen made the work feel especially immediate and personal.
The campaign returned in 2026 with a refreshed color palette while retaining the Connected wordmark. At the Gaylord Pacific Resort in San Diego, I extended the motion system across the digital LED walls, pushing the campaign further into a fully environmental experience.
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