graphic design Graphic design is the process of visual communication, and problem solving through the correct use of typography, space, shape and colour.
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the project
Getting Better 2015 A yearly back to base event that brings all of the international bosses to Creativ Company's headquarters to discuss the latest strategies and future product development and marketing. But also to ensure that everyone still feels the company culture.
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the international target group The target group is all of Creativ Company's international bosses, and a lot their employees. In other words, men and women from 8 different countries all the way from Norway to Spain, young and old. They all have different cultures and background, but one thing they all have in common is the Creative Company spirit.
great responsibility needs a great strategy Although Getting Better has been held several years, this is the first time that it had it’s own graphical identity which for me makes it a very interesting project because it gave me the possibility to make a fresh start. Also this is an in-house standalone event which means I was really allowed to push the limits of their normal graphic identity without fearing too much about loosing recognition for their customers. Their Human Research chief gave me 100% free hands to develop and design a new style and provided me with a 5000 dkk maximum to spend on all the materials that I could imagine and recommend. You can read more about what I decided on the following pages.
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light and fresh, yet expressive 1990’s and Microsoft Paint might be one of the things that pops up in your head when you hear about a colourful rainbow gradient... or maybe a crazy roller coaster in a fun park. Perhaps a poster about gay rights or human diversity comes to you. All of the above can be associated with the rainbow colours, and now for someone Getting Better 2015.
den in this event style, but if you take a closer look you will see that the main colours is cyan, magenta and yellow, which are the 3 colours that Creative Company’s iconic logo shapes are coloured along with the motto, 3 colours, 3 shapes, 1000 ways. So at the same time this is also a new way of expressing their identity.
Actually Creativ Company takes a huge part in social responsibility and caring about diversity, and some might argue that working there is a bit like sitting in a roller coaster. But that is not entirely why I choose it. Actually the diversity reference is some of my underlying thoughts hid-
One of my personal goals was to make it clean, light and fresh, but how do you make something light and clean, draw attention and b ecome fresh? One way is to colour it, and here comes the rainbow with all its symbolic.
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it doesn’t matter if you’re black or white I came up with 2 different versions of the concept, one with a black background and one with a white background. I was in great conflict which version I liked the most so I showed both versions to the HR chief and she liked both so much that we decided to use both versions in combination. It turned out to be a good decision later on, because it gave us a lot more freedom when choosing the different products that should be labelled with the design concept. As an example we could never have used black pens, if the style was only white etc. At the same time it gave everything a great contrast.
why these icons? The iconic square, circle and triangle as mentioned before is a huge part of Creative Company's identity so it was obvious to me that I had to use these shapes somehow. I chose to use them in a new form by almost spraying them out on this large banner with the beautiful colours going through them. This again holds symbolic as "Getting Better Together" is in the middle of all the icons, showing that we are united and many.
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GB15 written in ultra light It was also my idea to use this shortened name GB15 instead of Getting Better 2015, because it allowed a much more simple way of communicating and I think it gives a more serious and grown feeling. I choose Helvetice Neue LT Std 25 Ultra Light as the main font because of its modern look and its clearness. I think it fits perfect with my vision of making it light and fresh.
why the app shape? 2015 was a big year for Creativ Company! One of the breakthroughs was a brand new webshop that had been in the making for a long time. So I figured out that this tech symbol would fit perfect for this event, that had a lot to do with the new webshop. At the same time it helped the modern and light style I wanted to make.
the end result and products The design ended up on 2 banners, a lot of pens, a key-hanger with personal access cards, in a magazine about the event, and also in a video recap. Everyone was very impressed and happy about the final results including myself. All the products were delivered in time and with no errors so all in all it was a huge success.
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