An immersive journey into one of the ten largest economies in the world.
With the mission of helping leaders and organizations form a global mindset of innovation through a continuous learning process, KES (Knowledge Exchange Session) is a content platform that explores how new economies and disruptive technologies impact and transform industries.
One of its initiatives is the KES TREK: groups formed by the top leadership of different companies on an immersive journey to the major innovation hubs in the world, designed to question established beliefs and provoke reflection. The destination this time was South Korea, an innovative country and one of the ten largest economies in the world.
For the visual identity system, our investigations led us to a famous Korean proverb that translates the feeling of a nation that knew how to rebuild itself after the war: “At the end of the difficulty, happiness comes.”
Based on this stimulation, we defined a restless visual language for the center of the identity, created from the reverberation of the letter “o” of the logo. As it moves, expands, grows, and twists, its behavior instantly generates energy reinforcing the constant desire to learn and transform.
Expressive and unusual, the Miratrix font (by Andrey Karter) plays a crucial role in the identity. Its geometric and sharp structure contrasts with the rounded shapes of the graphic, creating a distinct system and enhancing the narrative of the experience.
The vibrant palette is born from the neon signs found in the Korean night carrying an intensity that connects with the city and invites participants to engage with the discoveries and learnings to come.
Full of power and dynamism, the identity of this edition symbolizes KES’ mission to provoke and help build paths for companies open to the new from disruptive technologies, innovation mindset, and memorable moments.
CREDITS
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CREATIVE DIRECTOR: Gustavo Garcia
DESIGNERS: Gustavo Garcia, Luana Cordeiro
MOTION: Lucas Rodrigues
PHOTOS: Tiago Azinheira
