conVERSE 2024 + ICON AWARDS
Global Internal Communications organizes and produces a day of community, celebration, and inspiration to strengthen employee connection to the brand.
Challenge
The conVERSE 2024 is a universe of creativity, sport, and community inspired by movement and play. The event takes place at The Lawn on D in Boston, MA and includes an employees award element called “Icon Awards” in which a winner is selected from each Geo location, along with an overall Star Chevron project winner.
I lead a new creative approach for this year’s event, in which the design system was produced internally by myself and in partnership with Brand Creative teammates. I also worked with vendors in ideating and fabricating onsite activations and brand experience with the application of our design system.
Concept
The creative strategy for the event is rooted in the essence of outdoor music festivals and inspired by the notion of a metaverse. Leveraging the power and creativity of imagery to represent the energy and ethos of the brand, along with an overarching graphic and a fresh take on lockups we deliver to employees an experience aligned to the current brand narrative and an engaging reflection of all their hard work and creativity.
Design System Overview
Logo Lockup and Tagline Designs
Stepping outside of internal brand fonts, I chose two external fonts inspired by music. Inspired by musical hall marquees and vinyl record covers of 60s and 70s punk bands, these logos capture the music festival theme and are versatile in application.
Overarching Graphic Treatment
Another nod to modern music festivals comes through in the lenticular, abstract color field built on a sunrise color palette with star trails for added texture once displaced.
Image Treatment
Imagery was treated to tell one, cohesive narrative across all digital and onsite assets. Images are sourced from all different areas of the brand: Brand campaigns, Geo activations, and Employee Moments. I color match all of them to the overarching graphic, add field blur, and cropping in layouts to create rich pockets of abstraction and focal points of in-focus energy.
Star Chevron Treatment
As a final way to amplify the moment, I added a sublet motion blur to the iconic star chevron logo mark. When placed on top of imagery it creates a glow effect.
Digital and Onsite Layout Examples
