Evolution of a Brand
Each year, Cisco pushes the innovation engine further with a continually innovative live experience (GSX) designed for a sales force of 40,000. It was my responsibility to set the goals and guidelines for Cisco GSX success.
Using the forward slash character from the event logo as the core graphic element and visual language for the cisco sales event brand campaign. These assets created included a diverse range of application: experiential event installations, online portal, motion graphics, and interactive campaign displays.
Color, background and creative campaign themes. These were the three main themes for the America Region, Europe and Asia were also part the of the global campaign.
"Forward" concept aimed to connect cisco legacy, evolution, and the technology visionary of tomorrow. Using photo archives from different sources including the Library of Congress, the visual direction took form when we added our color gradient overlay, framed the assets inside the angle to create more emphasis and communicate the achievements in a modern way.
"Forward" Illustrations and Vector Assets. The theme for illustrations and print materials were based on the greatest achievements of human history
A series of poster and communication campaigns templates were also crafted to create egagement prior and during the event.
Print material layout concepts.
Defining Guideline Rules
To ensure a visual consistency across multiple activations, a set of rules and templates were defined and shared with multiple key stakeholders across the globe. A web portal was also created to communicate updates and deliver final assets. Below are some of the sketches that help define the concept.
Connecting the Unconnected
The "Forward" concept was also use in live applications, allowing attendees discover IOE technology in action – working live in Las Vegas through a beautiful, immersive IOE experience. My main role was to provide feedback and suggest solutions, using isometric shapes, and use the angle element in clever ways and respect the color palette to create vibrancy.
Huge thanks to Odd Fellows for their motion graphics contribution to this project.