ADC Creative Week 2017

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.

Skala_ADC Creative Week 2017_3

Using the typeface “Founders Grotesk” in a reduced yet impactful way, typographic details create additional layers of meaning, with the starting point of the story, the capital “C”, forming the side view of an eyeball, reflecting the individuals experience and creation of their own story.

Skala_ADC Creative Week 2017_3
Skala_ADC Creative Week 2017_3

While often similarly structured, stories often take on their own identity through general atmosphere, characters and worlds they play in. Reflecting this, the posters for the individual speakers were “colored” to create emotional, individual feelings differing for each speaker. To not dilute these emotions, colors were chosen in a way that they look the same on all different media, being renderable in both CMYK and RGB.

Skala_ADC Creative Week 2017_3
Skala_ADC Creative Week 2017_3
Skala_ADC Creative Week 2017_3

Working across 250 different media, including printed material, animated posters, website banners as well as event signage, the story unfolds itself through a strong typographic gesture.