The design process began with audience identification, which ultimately dedicated speaker choices and the various sessions attendees could participate in. Moving forward from the audience brief I could begin to explore the visual style and language of the event.
Visual Audit Board
I consistently found myself attracted to abstracted photography, bold typography, and edgy colors. The branding process began with the conference’s name, Flume. The word was selected because it references the process of channeling, most commonly referring to bodies of water. However, instead of water, the conference sought to explore the act of “fluming” various ideas together to reach a single captivating narrative. This idea of channeling and the movement of water became the underlying inspiration to build the brand identity of the conference.
The conference logo was inspired by bodies of water flowing down and coalescing into one spot. I tried exploring this idea with abstract marks but struggled with visually representing different streams. I decided to step back and re-visit some of my very first sketches. Originally I elongated the letter forms because I liked the way it looked visually. Pushing the concept further I began to think of each letter form as a single stream flowing down together. I didn’t want the mark to actually connect together, only to suggest it with the strokes and negative space.
Wanting the poster to highlight feelings of curiosity and adventure, I decided to create an image inspired by a collection of photographs I had from slot canyons in Arizona. I found the imagery of slot canyons to be visually fitting because they demonstrate how water, when it collects together, can be powerful enough to shape our surroundings. Running with this idea I wanted to my participants to feel like they were jumping into the unknown, but not alone in this process.
Digital Sketch 1
Digital Sketch 2
Digital Sketch 3
The conference program’s main objective is to provide pertinent information regarding the event, it’s speakers, the variety of sessions, and the overall schedule. However, I wanted to use the break pages and white space to explore the overarching metaphor of ideas coming together. I found this quote by the author Aidan Chambers that uses rivers as a metaphor for the human experience. I decided to use his quote as the underlying framework for the program.