Bringing creatives together under the motto "Story Rules"
Each year, the event is hosted under a different motto. With the tagline “Story Rules”, the 2017 event championed the topic of storytelling, with the idea of “you’ll reach anyone if you package it into the right story”.
The event set out to bring creatives all over the world together, creating a melting pot of artistic expression and creativity. As such, the visual identity would have to reflect a subtle and nuanced approach to typography and boldness.
Interpreting the motto in multiple ways, the visual identity builds on the guides of a ruler. All information is lined up in the pattern of a typographic waterfall, reflecting the themes of time and narration in form of a quotation mark. The dramaturgical structure (the ‘story’) is not only revealed, but itself becomes the significant feature of the identity—establishing a smart and ruling presence.