ⓘ Visual System, Identity → 2022
Visual system and identity for Snapchat at New Fronts ‘22. Snap’s first in-person event since 2019, geared towards the Marketing/Ad industries.
In collaboration with Perron-Roettinger, we developed an organic, flowy visual system which explored connectivity in various forms—circles, paths and segments coming together, just like users do on Snapchat.
Event + Keynote Presentation
NewFronts is the event for Marketing and Advertising professionals. If you want to see the latest and greatest in the space (AR, etc.) this is the place to be.
Due to pandemic restrictions, previous events were streamed. This year, people had the chance to attend in person in over two years—we knew we had to create a visually impactful and memorable system that would get people talking.
Our biggest challenge was working within extremely specific parameters—a gigantic paper maché hand which held a ~30 foot display.
Behind it, an even bigger display (literally a movie theater). All of our key pieces—typography styles, lower-thirds, supporting elements, etc. absolutely needed to seamlessly scale and transition from front to back.
Our production partner, G9, ensured audience members were able to clearly see and read information from 100ft back, down to left and right POV’s.
Digital, OOH & Social
To bring awareness to the event, we created supporting communication materials—large banners in the venue itself, alongside Digital OOH placements on a Bus.
Our circular, organic visual language allowed us to freely explore messaging in a way that was playful, elevated and conceptually derived from the act/idea of connectivity.
As other social/media companies held their own presentations around NYC, our bus trolled the nearby streets & event spaces.
In conjunction with the identity development, our team created materials for a 45 min, live presentation. We built off of the circular/segment metaphor and applied it to digestible bits to be applied to the live-presentation itself.
Our system cohesively flexed over to online/video streaming for those that couldn’t be there in person.
