Discipline
Brand Design
Event Signage
Motion Graphics
Digital Activation
Super Return International
I worked closely with the SLT of the Super Return brand to deliver a more holistic experience across the way we brand, the way we organize and the way we engage.
We also had a new positioning line the brand wanted to celebrate as part of the experience — The Capital of Private Capital.
We also recognized that to add more value that we should reflect back their world back to our audience. The world of private wealth and the premium-ness (not overly) but in a way that was familiar and understated.
The first element was a new organic gradient construct built from the core brand elements; using the new colour palette and gradient concept from the SR brand guidelines. This new approach provided a more flexible, dynamic and premium visual device to drive our aesthetic.
In addition to the gradient composition, we introduced an element of noise/grain to provide a more natural texture that helps soften the evidence of digital manipulation (and potentially sterile feeling.)
We felt the new positioning line—The Capital of Private Capital also deserved recognition and a proper lockup to give it gravitas across the event.
It took centre stage across the feature and environemnt designs, signage but also in our guerilla activities in Berlin, like pavement graffiti.
Reception being the first primary expression of the new aesthetic had to be done with style, maintaining the new premium and minimal attitude.
Gone were the duplication and repetiveness of logos and messaging of previous years, making way to a single and focused presence.
Another new feature for the reception area was the introduction of a set of branded sales, not only for enhancing the brand presence, but also to help with shade within the large glass pyramid of the Intercontinental hotel foyer.
