INDUSTRIES
Arts & Culture
SERVICES
Brand Identity/ Art Direction/ Motion Graphics
Inspired by early UI systems, our identity transformed Bogotá's largest outdoor venue into an immersive brand experience.
Context:
Colombia 4.0 is Colombia’s most important digital technology and culture event, showcasing innovation, creativity, and the latest advancements in digital technology across industries. This event convenes professionals, entrepreneurs, experts, and enthusiasts to explore emerging trends and discuss the future of Colombia’s digital landscape.
Challenge:
In 2018 and 2019, S&Co was asked to create the event’s visual identity for its relocation to Corferias, a large venue spanning 58,000 square meters. The challenge was to design a brand identity that reflects the event’s diversity and fits Corferias’ vast spaces. The goal was to develop a visual system that could scale effectively, turning the venue into a canvas for expression.
Solution:
In 2018, inspired by Xerox PARC’s pioneering work in graphical user interfaces (GUIs), particularly the Xerox Star User Interface of 1982, our team crafted a visual identity honoring the foundational elements of modern computer interaction. By utilizing large typography, vibrant colors, and simple geometries, we integrated the new identity with Corferias’ expansive surfaces. This resulted in a transformative UI skin that turned the venue into an immersive experience, in line with Colombia 4.0’s mission of advancing digital innovation and culture.
In 2019, we refined and simplified the visual language, focusing primarily on bold colors, typography, and messaging. Once again, we developed a flexible system capable of scaling and adapting to numerous brand touchpoints, becoming a central component of the event’s experience.
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