Gel Conference Design & Branding GEL CONFERENCE 2010 by Thornberg & Forester

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Industry Shows, Events & Festivals
Media Design & Branding
Market United States
Agency Thornberg & Forester
Creative Director Scott Matz, Justin Meredith
Designer Guillaume Alix
Producer Javier Gonzalez Bernardo
Released April 2010

Credits & Description

Category: Broadcast Design and Graphics Incl. Animation
Product/Service: EVENT GRAPHICS
Date of First Appearance: Apr 29 2010
Entrant Company: THORNBERG & FORESTER, New York, USA
Founder and Host: Mark Hurst (GEL)
Creative Director: Scott Matz (Thornberg & Forester)
Creative Director: Justin Meredith (Thornberg & Forester)
Art Director / Designer / Animator: Kyle Miller (Thornberg & Forester)
Executive Producer: Elizabeth Kiehner (Thornberg & Forester)
Producer: Javier Gonzalez (Thornberg & Forester)
Designer: Guillaume Alix (Thornberg & Forester)
Animator: Ken Krueger (Thornberg & Forester)
Animator: Dan Savage (Thornberg & Forester)
Animator: Keith Endow (Thornberg & Forester)
Animator: Rachel Yonda (Thornberg & Forester)
Animator: Jaehyuck Lee (Thornberg & Forester)
Music & Sound Design: Michael Montes (Sacred Noise)
Media placement: Event Graphics - Conference - 29 April 2010

Describe the brief from the client
Gel is short for "Good Experience Live". Gel is an annual NYC-based conference that explores good experience in all its forms: in art, business, technology, society and life. The brief was to, essentially, brand Gel 2010. The 2-day event is comprised of 18 unique speakers as well as several individual “off the premises” events that attendees sign up for weeks in advance. We were tasked with designing and creating intro animations for each morning, each speaker and each event. We also designed 18 custom posters and a Gel community poster that comprised all of Gel 2010.

Describe the challenges and key objectives
Gel is a truly immersive experience that certainly warrants fresh thinking. Our biggest goal, as a company, was to break the typical, expected mold of “conference graphics” (i.e. show open and static keynote slides). Our process begun with a series of ‘what ifs’ and evolved into crafting our own roadmap of unique event deliverables. Another paramount task, for us, was to truly engage attendees in emotive ways that they would not soon forget.

Describe how you arrived at the final design
At Thornberg & Forester, concept comes before style. Company-wide brainstorms lead to the flow of great ideas. For Gel, the ideas we ultimately landed on (individually visualizing each speaker and event) informed a hand-drawn aesthetic for all imagery and typography. This led to a painstaking process of illustration first, animation studies second and sound design third. The illustrations were so well received in the first couple weeks of exploration that we offered to extend the love into print format (18 speaker and take home posters).

Give some indication of how successful the outcome was in the market
We received excellent feedback from our work on Gel 2010. In fact, we were recently asked to design Gel 2011 (we’re currently in the early stages of concept development). From the PR that was released regarding Gel 2010, analytics showed severe [positive] spikes in visits to our website. The work we did seemed like a win-win for everyone. We developed invaluable relationships during the actual event, many of which have led to exciting, new business opportunities.