Australia Digital Trendspot 2014.
The challenge
Australia Digital Trendspot 2014 is a global forum for digital movers and shakers to share their knowledge and insights on best ways to enhance customer experiences in the digital sphere. In 2014, the conference was held in Sydney, attracting the who is who of the digital industries in Australia and New Zealand. Appointed by the lead organiser of the event, I was asked to come up with an appealing and engaging visual branding identity for the event that could raising the event awareness and foster participation.
The insight
Techies are often perceived as geeky, introverts, somewhat awkward and not really dynamic. The masterminds of The Digital Trendspot team set out to fight that misconception and stereotype. In the past, Australia Digital Trendspot 2014 found to new and edgy ways to advertise, and by doing so they contributed their bit to make the digital industry look cooler and more interesting to the general public.
The solution
I wanted to challenge the client to take a new direction and stand out, to be different from prior Digital Trendspot conferences, and to offer a different view of the digital industry. Unpacking the conference‘ theme “own the experience”, I aimed to find a novel approach to translate this theme into an edgy visual identity. Based on a cluster of its brand pillars – exciting, fast, dynamic and insightful – I chose a range of bright colours in a variety of hues in order to create a visual identity that symbolised the chosen brand pillars.
The event’s hosting country, Australia, was highlighted through the iconic kangaroo shape. Overall, the colourful, yet recognisable logo offered the event organisers to cut through the clutter whilst offering a nimble visual platform to celebrate the conference’ theme of “owning the experience”.
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