Art Direction | Brand Identity | Experiential Production

Mod Division is an Austin-based truss building and event production company specializing in modular structures for live events and environments. The challenge was to create a brand identity that could communicate structural expertise, flexibility, and design sophistication — positioning the company as a creative production partner, not just a fabrication vendor.

Creative Direction

The goal was to shift perception from “equipment provider” to design-forward production collaborator. The visual direction emphasized structure, modularity, and spatial clarity — reflecting the engineered precision of truss systems while aligning with the aesthetics of high-end event environments.

The identity needed to feel strong and architectural, but flexible enough to live across digital platforms, marketing materials, and fast-moving production contexts.

My Role

As Art Director, I led the brand’s visual strategy and identity development, defining:

• The core visual language and identity framework

• A graphic system inspired by modular structure and spatial rhythm

• Art direction for photography and project documentation

• The website experience and content hierarchy

• Campaign visuals positioning Mod Division’s work within large-scale event environments

Key Decisions

• Structure as language: Grids, alignment, and strong geometric relationships became foundational to the visual system, echoing the logic of truss construction.

• Restraint to elevate the work: A minimal palette and clean typography allowed large-scale installations and environments to remain the visual hero.

• Engineering + aesthetics balance: The brand tone communicated technical reliability while aligning with the visual expectations of creative agencies and event designers.

• Modularity in design: The system was built to be recombined and scaled, mirroring the flexibility of the physical structures themselves.

Outcome

The resulting brand identity positioned Mod Division as a design-conscious, technically rigorous production partner. The cohesive visual system strengthened their presence across marketing and digital platforms, helping communicate both the scale and sophistication of their work within the competitive event production landscape.