NaCl — Experience Design Summit 2026, Deloitte USI
Deloitte USI’s annual Experience Design Summit needed an identity, and the AMC team in Gurgaon brought in four designers to build one from nothing: no name, no theme, no direction. I was one of them, and later part of the core branding team that carried it to final output.
I presented our concepts to leadership and pushed for the direction that became the 2026 theme: Human Touch in Design. The argument was simple. When AI can generate infinite layouts in seconds, everything starts looking optimized, clean, predictable, the same. When design becomes effortless, effort becomes invisible. What goes missing is the salt. The human. That became NaCl
We extended it into a full kit — typography and palette, design elements, brochures, emailers, session templates and event collateral — alongside a tone of voice built on the cooking metaphor, warm and a little mischievous.