ROLE
Creative Direction
Event Brand Identity
Visual Design
Set Design
Motion Graphics Direction
Styleguide Creation
For the design system of this project, I drew inspiration from the iconic Dutch artist Piet Mondrian, known for his use of intersecting perpendicular lines and planes of primary colors. The set backdrop featured a stunning floor-to-ceiling view of Toronto, Canada, although the view was partially obstructed by permanent vertical and horizontal framing. To incorporate event branding while camouflaging the obstruction, a grid-style decal was designed in the style of a Mondrian artwork. In addition, the vintage “acorn” street signs that were once a familiar sight in Toronto were used as inspiration for other design elements. Although these signs were decommissioned in the 1950s, they remain a beloved symbol of the city, evoking a sense of nostalgia for many Torontonians.
CREDITS
EXPERIENTIAL AGENCY
The Visionary Group
MOTION DESIGNER
Matt Detisch
