transition conference
branding
print design & production
web & digital design
environmental design
Marketing itself is a product of how digital and cultural transformations directly impact society. Instead of trying to predict the future, marketers should focus on building a flexible organization that can adapt to new technology and successfully respond to the resulting shifts in consumer behavior.
Transition is Percolate’s annual marketing conference. As the design lead, I was tasked with designing a consistent brand and experience for each Transition event hosted in San Francisco, New York, and London. Transition inspires and challenges marketers to observe the world with fresh eyes, imagine an ideal future, and take inventive steps toward it. The “Path to Digital Change” is not a prescription, it’s a call to action.
The brand system was centered around the organizational concept of “transitional change” — a purposeful but significant shift in your current state toward a better, more stable goal. This concept was visually represented in 3 stages by rearranging the shapes of the Transition logo as building blocks that could be applied to all visual and experiential applications.
Transition’s shining moment is the event itself. We used inspirational messaging and experiential hotspots to ensure attendees were completely immersed in the Transition narrative. Calls to action guided attendees through the experience — “Take steps toward change” lined the stairs leading up to the Percolate Solutions Lab, and “Step up to the challenge” flanked the doors as the day’s final takeaway.
Percolate believes that change is constant, in the best possible way. An interactive enamel pin wall encouraged attendees to evaluate their own relationship with change and literally wear it on their shirts.
