Promax BDA 2017
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The world's most innovative creatives, marketers, strategists, and designers gather once a year at PromaxBDA: The Conference of unprecedented insights, cutting-edge tools, and award-winning creativity. For the 2017 edition, Calendar was selected by the Superestudio agency to help them deliver the event's visual identity, including a new logotype, a complete set of visuals, and digital & print applications.

Client: Promax BDA
Agency: Superestudio
Year: 2017
Country: USA
Sector: Entertainment

Branding
Visual Identity
Brand Applications

The Challenge

Providing Promax BDA a visual identity system for its 2017 conference that would appeal to a global community of marketers and creative minds in the media & entertainment industry. The briefing requested a proposal that celebrates excellence — driving talent & industry development, and the formation of interpersonal connections.

What we did

To connect the company’s values and its concept “create what’s next”, we developed an idea that combines and reflects all of the brand's key attributes: excellence, talent, and connection. To do this, we crafted a concept called ‘Continuum Creation’ — related to art, surrealism, academia, rationalism, and experimentation — that introduces the idea of movement, expression, endless motion, connection, adaptability, responsiveness, dynamism, cycles, continuity, and looping. With this conceptual premise, we developed a dynamic and responsive brandmark based on the number 17 — indicative of the year — that changes, moves, and adapts to different media and applications. The visual system is completed by a sophisticated typographic approach, a mysterious and deep color palette, and a set of sensitive textures and materials.