About
Established in 1929, New York Women in Communications (NYWICI) is the leading organization for women across the communications industry, with members spanning journalism, broadcast, corporate communications, digital, publishing, advertising, PR, design, and more. NYWICI hosts the Matrix Awards, an annual celebration of extraordinary women, with its 50th milestone in 2020.

Challenge
Define a creative direction for the Matrix Awards journal that could scale into the full show identity, honoring the range of women and careers represented while avoiding generic gala tropes. The 50th anniversary raised the bar, and the pandemic required a rapid pivot to a remote-first experience with motion, video, and speaker backgrounds.

Solution
Under my creative direction, I partnered with an exceptional illustrator to develop an illustration-led system that celebrates the range and talent of women. The work combines expressive imagery and intricate floral motifs with bold type and editorial layouts. The direction extends from the journal to on-screen graphics, social, press kits, and stage or virtual elements, keeping honorees at the center while the identity stays cohesive and flexible.

Outcome
A memorable, landmark anniversary identity that feels premium on stage and editorial in print and social. The system improved consistency, sped production across channels, and carried the 50th Matrix Awards through NYWICI’s first remote edition without losing impact.