Illusion is the visual theme and identity for GeniiCon 2018, a convention for magicians. The convention theme needed a cohesive system that spoke authentically to the target audience of professionals and enthusiasts, ages 20-34. In a space filled with overused tropes and clichés, it was important to create a distinctive, timeless design, that would push the magic industry forward rather than linger in the past.

The illusion theme, chosen for its relationship to magic and performance, is exemplified by the logo that contains impossible geometry. Roboto Mono was chosen for its technical look and angularity that complements the brand identity. Rectangles are used throughout the brand to illustrate a contained plane that is either shifted or altered, referencing misdirection and sleight of hand. The stark black and white palette is accented with a bright yellow for dynamic contrast. The moody, grayscale imagery is treated with gritty halftone textures that allow magician portraits to feel unified.