The event focuses on new technology and AI, but the design needed to reflect something more specific: the high ranking of the attendees, and a sense of exclusivity.
This brand was inspired by a work by Refik Anadol exhibited at MoMA, a large moving visual generated by a constant flow of data. Data is central to Zero100’s IP, so this brand makes the representation of data its central design element. The result is a layered, gridded black negative space: visually striking, and technically versatile enough to apply across the wide range of assets needed for an event.
I art directed the entire project. First creating design guidelines then supervising and leading the work of other designers and vendors. Curating the production of large branded physical assets, to small collateral, from presentations to design for digital platforms and app.
Styleguide
Once the brand design is approved by our stakeholders, the styleguide is the first item I make, so to allow my colleague designers to create consistent, beautiful artwork.
Brochure
As many events organised by Zero100, Forum is invite-only, due to it's exclusivity, it's not advertised on common platform, this brochure is the only tool used by the sales representatives.
The map
The hotel has a complicated layout, so I designed a map that simplifies the spaces into an isometric layout, making the hotel's layers easier to understand.
After the styleguide, the map was the second most important job. Understanding the environment is essential to decide how to design the space and allocate colours and moods.
Large branded assets
These walls are the result of a good collaboration with the production company. After I proposed a double-layered wayfinding system, the production company suggested applying the same concept to these branded walls, adding neon lights between the layers. I then redesigned the layout and provided them with correct CMYK production files. My experience with both digital and print design is extremely useful in situations like these, especially at large scale, where ambient light and size change how people perceive colour.
Event app
Communication email
These emails are sent to attendees starting three months before the event. They are coded (by me) without the use of visual builders. The constraint comes from the platform, which doesn't allow building full HTML emails but does allow the addition of HTML snippets. I hacked this functionality to build full HTML emails. The downside is that they are not responsive. To work around this, I used a narrow format and larger typefaces.
Today I no longer code these emails myself. I build a template at the start of the event that contains all the elements needed throughout the event's communication period, then I let Claude update the content as soon as I receive it. Claude has all the elements it needs in the template I provide, so it can build the code consistently and without errors.
