SuperAI

Role:
Design Lead

Focus:
Visual identity, digital UX/UI, and immersive brand experiences

Format:
Large-scale global AI conference

Context

SuperAI is a global conference bringing together researchers, founders, investors, and industry leaders to explore the future of artificial intelligence.

For the Singapore edition, the goal was to translate SuperAI’s positioning as a future-facing, global AI event into a cohesive design system that worked seamlessly across digital platforms and physical environments. The challenge was not just visual impact, but consistency and clarity at scale.

Bringing the brand into the physical space, maintaining consistency across every touchpoint of the conference.

The challenge

Designing for SuperAI required aligning a wide range of touchpoints into a single, recognisable experience:

• A strong visual identity that stands out in a crowded tech landscape.
• Digital UX for web and app experiences used by thousands of attendees.
• On-site environments including stage visuals, wayfinding, and sponsor activations.
• Close collaboration with multiple teams working in parallel.
  

The core question was: How do we create a unified design system that elevates the brand while supporting both digital usability and physical immersion?

Key visuals in action: balancing minimalism with the complexity of artificial intelligence.

My role and responsibilities

I led the design effort from concept to execution, ensuring consistency and quality across all touchpoints. My responsibilities included:

1. Defining and evolving the visual identity and key visuals.
2. Designing UX and UI for the website and attendee-facing digital platforms.
3. Creating systems for stage environments, wayfinding, and sponsor integrations.
4. Collaborating closely with organisers, developers, production teams, and partners.
5. Acting as the owner of design quality across digital and on-site experiences.
    

This role required balancing strategic thinking with hands-on execution in a fast-moving, high-visibility environment.

Identity design for NEXT, the SuperAI hackathon. A sub-brand built to energize the developer community within the larger conference ecosystem.

Outcome

• A bold and scalable visual identity aligned with SuperAI’s global ambition.

• Clear and intuitive digital experiences for attendees.

• A cohesive on-site presence that enhanced immersion and navigation.

• A strong foundation for SuperAI’s continued growth as a leading AI conference.
  

The result was a consistent, high-quality experience across digital and physical touchpoints.

Genesis sub-brand: A specialized visual system for the event's startup competition, applied across digital platforms and on-site activations.

Reflection

This project reinforced that strong design leadership is about systems, clarity, and alignment, not just individual deliverables. It means:

• Translating strategy into coherent design language.
• Designing across multiple environments without fragmentation.
• Keeping teams aligned under pressure.
• Ensuring quality holds even as complexity increases
   

At SuperAI, design impact was measured by how seamless and intentional the overall experience felt.

More info at www.superai.com.
Also check the NEXT sub-brand at www.superai.com/next-hackathon
And the Genesis sub-brand at www.superai.com/genesis-startup-competition