About the project
The brief was to create a eye-catching and memorable creative that encompasses the event title/theme – Transitions: Investing In An Ever Changing World. The final concept would need to be used across various pre-event communications, website, printed collateral, staging and promotional material. The target audience were professional investors, from some of the biggest finance companies in the world, so the design needed to be sophisticated and slick, while creating visual intrigue and keeping strong sense of brand identity.
The solution
The initial round of concepts were presented totalling around 20. The main aim at this stage was to gauge ideas and spark thoughts on potential routes. The key areas focused on were investment through the ages, space travel/tech, chnaging world/sustainability, optical illusions/infinite images and more.
From here the concepts were narrowed down to 3 and developed further (examples above).
Results
Finally a preferred option was selected. The infinity loop portrayed the idea of an endless flow of opportunity and the transition of it through that. The client was extremely happy with the idea, so work began on the development of the visual identity.
Although the idea was there, there wasn't much of a visual intrigue in the image. It felt slightly washed out and not representative of the brand. It was decided to get a 3D version I could manipulate in a 3D space and work far more in-depth on colour and composition (sequence of examples shown above). From this, the orange and teal execution taken from the brand palette was chosen and work began work on the various assets such as web, email, print and staging.
