New technology not only changes the way we live our lives but it can be used to help solve some of the worlds biggest problems. Hack is a conference and expo in which experts within fields such as health, education and the environment come together and over the course of the week work collaboratively to develop new ideas using technology to solve problems. This is HACK and it starts in 2015.
BRIEF 11: HACK15
DISCOVER
DEFINE
DESIGN
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Brief
Market
Visual
Hack15 is the first of an annual Conference and Expo that aims to bring together the world brightest minds for one week and help to generate new ideas which take advantage of technology to solves some of the biggest global issues we face as a civilisation. The Hack conference with be delievered in a range of formats, there will be guest speakers delivering inspiring talk about upcoming technology as well workshop and group seminars which aim to bring together people from different fields and people how differ in perspective with aspiration to work together and develop a problem solving idea. Each year the conference will focus on a specific area such as Healthcare or the environment. However both in this launch and the brand itself should accomodate for varying topics, sector, industries and challeneges. The creative challenge is to develop the brand and presence for this conference and expo. The brand such aim to inspire the world’s most inteligent. It should take a serious tone, it should be disruptive, encouraging and thought provoking. It should in some way reflect the relevance and use of technology to solve problems.
Hack15 is a new conference to launch in 2015, however there are similar events that take place with similar aims and ideals about what they are trying to achieve. I have researched into existing events, expo’s and conference to gain knowledge about how they run there events as well as the format and content they hold within as well as to look at how they’ve branded themselves, as the events have a synergy with the Hack15 conference/expo.
Within my inital ideas I started to look at the screen as teh centre of all technology, we interact with technology in many ways but often a screen is involved in way, shape or form. I started to think absractly about this idea and I researched into ways in which line, or the line within a screen could be visually represented. Additionally to this I started to look into digital form such as QR codes and this idea of line, and block like forms mereging together to represent how ideas and perspectives will merge together as the hack event.
User The target audience for the conference is anyone working in sector which are aiming to develop revoloutionary new products, services or idea. The event is not limited to those with formal education, it should embrace the perspectives of everyone but also be aware of specific talents or traits one mind need to be involved in the conference.
TED Talks TED is a charitable organisation which hold events, talks and discussion all year around. There talks aims to inspire other and teach other about the world and make use see ideas from new perspective. The TED brand is extremely famous and simple, they’re speakers create there brand as they often put forward ideas which are new and groundbreaking.
Deliverables -
On going documentation on Blog A minimum of 5 submission boards Brand [Logo / Colour Schemes / Typefaces] Brand Application Posters Lanyards T-shirts Tote Bag Newspaper TechCrunch Disrupt TechCrunch Disrupt are a series of events that happen throughout the year in different cities across the world, although these events are more business orientated they still focus pushing new ideas which potentially change the world.
BRIEF 11: HACK15
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Initial Exploration
Pathway 1
Pathway 2
Pathway 3
Initally I called the Brand Idea, as the event/conference was all about coming up with Ideas and being innovative. Throughout my inital exploration I looked at the use of line as a metaphor for technology and how screen are made up of lines, and also lines of code. I also drew inspiration from how Idea’s overlap and build on top of each other.
Th first pathway I developed was based on created a series of patterns which were drived from both Lines and QR codes. I created a series of blocks which I then merged and melted together to create chaotic and ‘hacked’ together patterns, I worked with a black and white colour palette to maintain an element of simplicity. This idea feel digital, quite fresh, however it is still a little complex the brand name gets lost in places.
Within this pathway I explored how colour could potentially be used within the designed, I kept a limited colour palette, I felt that adding might make the event more accessable to all however I think that’s made it feel more childish than it has attracting a wider audience. I also think the colour loosens the link to technology, and a digital life which the black and white design really sold.
After evaluation the range of pathways I had developed, I decided to completely strip back my ideas, to the intial idea that I have about the abstraction of the line. Using this concept I combined thought provoking copy with a range of different ways of working with a line to build an extensive range of brand assets. I feel like this is more effective as the brand feel more accessible and less ‘crazy’.
BRIEF 11: HACK15
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Brand 1 [Left] For the final Hack Brand I developed a range of different patterns all based upon a standard line.I then used this lines to create a range of assets for the brand as the lines could be used in the different way. Primarily the treatments created with the line were within words or invidiual letters, filling blocks of space with pattern or a mixture of both. Creating these dynamic elements meant that a range of different asethetics could be created from one set of patterns, which gave the brand visual variety.
Tote [Above] The tote bage examples how the paterns can be applied within individual letterforms, here they have been applied within the logo mark itself. The range of patterns not only represent technology and its structure but the range of patterns working together represent, ideas, perspectives and challeneges,
BRIEF 11: HACK15
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Brand 2 [Right] The brand is primarily constructed from black and white, I felt this best reflected the ideals of technology behind the conference. However small elements of colour are used for representing different sector at the conference such as the environment or healthcare. The brand is complimented by the typeface Replica which appears like a variant of Helevetica but it modified charateristics. The typefaces visually feels digital, but it’s helevtica-esque appeal reflects the universaility of the brand and how it’s aiming to save the word.
T-Shirt [Below] Bellow shows the t-shirt which uses a different variation of the pattern when it is applied to full words rather than letterforms. It’s remains as part of the wider brand put feels different making formats and products distinct from each other.
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Outdoor [Above] The simplicity of the patterns makes them a perfect visual asset to push the brand out across a range of outdoor promotional material for the event. As the event is on a large scale and across a range of venue much outdoor collatral will need to be produced. These banners using throught provoking copy to engage with the audience.
Outdoor [Left] The range of intial patterns that have been created create a dynamic and adaptive brand that although the mark is always present it’s aesethetics can change and adapt whereever it’s used as presented to the left. Additionaly the value is having this adaptive and dynamic brand is that is represents the ever changing growth of new ideas they bloom over time.
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Lanyards [Above] The lanyards are an example of how the brand can be applied in much more subtle way allowing key information to complicated simply and clearly and the brand not distracting from this yet it still feels part of the wider brand. They also demonstrate how colour is used subtly to indicate different sectors within the conference.
Poster [Right] The posters represents a culmination of all the different visual styles that form the brand assets. It mixes the logo mark, with blocks of colour and typography. For the poster again provoking copy has been used to capture the attention of the auidence, it’s ambigious but creates the needed excitment around the conference, it also makes people feel like they’re part of something bigger, which is the essence of the event, which is bringing people together to solve world wide problems.
BRIEF 11: HACK15
DESIGN
DEFINE
DESIGN
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