Building on the guides of a ruler, all information is lined up in a typographic waterfall which reflects the themes of time and narration. The dramaturgical structure (the story) becomes the significant feature of identity. To further support this, the resulting key visual takes the abstract form of a quotation mark. Employing the typeface ‘Founders Grotesk’ in a reduced yet impactful way, typographic details create additional layers of meaning. The capital C serves as the story’s starting point. As it forms the side view of an eyeball, it refers to each creative’s own experience in the process of creation.

Stories often develop a momentum of their own. In order to highlight this, the posters individual speaker posters were uniquely colored to create their own atmospheres. To ensure applicability across all media, colors were selected which look the same in different color spaces.

Comprising over 250 particular applications such as printed marketing material, event signage, animated posters and website banners, the event’s story unfolds itself through a strong typographic gesture.

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