Percolate’s annual marketing conference hosted in San Francisco, New York, and London. The theme of this years’ Transition was ‘The path to digital change’. When developing the brand system we focused on defining what ‘change’ means. Change for the sake of change results in something different, but not necessarily an improved state.
As the brand designer, I was in charge of the opening animation. Every year we adapt the brand identity to present the current theme, and I used the elements in our brand system to tell the story of change. With this abstract style, the biggest challenge was to find the right balance between the aesthetic and story-telling.