mobile world congress

BRANDING SYSTEM | ART DIRECTION

BRAND CHALLENGE

Mobile World Congress is the largest gathering centered around mobile technology and advancements on the globe. Held in the mobile capitol, Barcelona, this conference anticipated to be one of the most technological and sophisticated around. That being said, the past brand did little to nothing to reflect it's prestige nor did it appeal to its target audience. Prior to the re-brand, the event had too many competing design motifs and elements and lacked conceptual reasoning.

CREATIVE OBJECTIVE

In order to create a strong cohesive brand, existing brand elements needed to be simplified and modernized. Color scheme, graphic elements, and type all went under an overhaul to fit the conference's sophisticated and tech savvy audience. The main objective was to bring this mobile conference into the present and evoke the sense of progress and wonderment that is the mobile industry. 

IDENTITY

TAGLINE

STEP INTO A NEW DIMENSION

The latest trend in mobile technology is the emergence and advancement of virtual and augmented realities. Based on this, we felt that Mobile World Congress 2017 should focus on that as their main selling point. This line references both VR and AR while creating a sense of wonderment. 

BRAND ASSETS

WEB

Mobile World Congress' event site lacked simplicity and felt overwhelming to users. There was an overload of information and a lack of hierarchy for said information. The current site has been de-cluttered and has a much simpler user flow between pages. 

MERCHANDISE

Following the new brand guidelines that were created in this project, all brand assets and merch were unified by the use of a simple yet memorable color palette and geometric system of shapes. All branded merch, would be take aways from the event that would be practical and useful to a Mobile World Congress attendee versus typical swag that serves no higher purpose. 

PROCESS