Making, the Australian Institute of Architects’ annual conference, took place in Perth, Australia, in 2014. The creative directors of the conference were passionate about an identity that would challenge the usual modernist architectural aesthetic—something more inviting and inclusive. They also spoke about getting speakers from outside of the usual European models of practice, from countries such as Bangladesh, India, South Africa, Colombia, Chile and China. With architects as clients, it was important for the designer Danielle de Andrade and creative director Paul Garbett to rationalize their design decisions. They developed a system of color selection and image making that took a lot of subjectivity out of the process. Making was explored through four themes: life, connections, impact and culture. Andrade and Garbett assigned a color to each of these themes, then created an alphabetic matrix that generated imagery from word inputs. This added a random and, at times, unfinished-looking element to the identity, which resonated with the “making” theme. The conference attendees enjoyed the connect-the-dot portraits of the speakers, particularly during the duller lectures.