The design choices were driven by a desire to reflect both the motion of Sitka's surrounding waters and the historical weight of the Shakespearean theater:

Geographic Inspiration: The typography draws from the fluidity of the waters surrounding Sitka, introducing a sense of motion into the design. This reflects the city's natural environment and creates a dynamic visual experience.

Theater Influence: The conference’s venue, a small Shakespearean theater, inspired the use of a high-contrast serif typeface, which conveys a sense of tradition and elegance, tying back to the classical roots of the venue.

Mix of Motion and Tradition: By combining a serif font, symbolizing tradition, with subtle liquid-like movements in the typography, the design balances the timelessness of classical forms with the natural, ever-moving environment of Sitka. This creates a visual narrative that feels both grounded in history and reflective of the city’s geography.