Transition Conference 2017

Our team designed the experience for Transition, Percolate’s annual marketing conference hosted in San Francisco, New York, and London.

The Brand

The name Transition comes from a quote from former Intel Chairman and CEO Andy Grove, stating that market share “is won or lost at times of technological transition”. At Percolate we’ve always been incredibly optimistic about the future, and we believe that with massive change comes massive opportunity.

We based the brand system on the idea of First Principles Thinking, a strategy for breaking down complicated problems and generating original solutions. This strategy was both something we used internally to solve problems, and a way to explain to marketers how Percolate could help them improve their marketing process. We represented this idea by breaking apart the shapes of the letters in the logo and arranging them into a wide range of layouts.

2017 Theme

The theme of this years’ Transition was ‘The Path to Digital Change’. We developed the following definition of ‘change’ to help shape the tone of the event:

“Transition is inspiring and challenging you to observe the world with fresh eyes, imagine the future you would like to see, and take inventive steps towards it.”

In our research we came across a type of change serendipitously called ‘Transitional Change’, defined as: ‘Replacing existing processes with new processes’. We used the letter-shapes from the logotype to illustrate a ‘Stable State’, a ‘Change State’, and an improved ‘Stable State’.

Using these rules we were able to develop a range of patterns.

Result

The NYC event was hosted at Spring Studios in Soho. We installed giant vinyls on walls and windows with encouraging messages such as ‘Step up to the challenge’, ‘Perspective is everything’, and ‘Take steps toward change’.

Pinboard

We created a pinboard with the message ‘Change is Constant’ where attendees could choose from over hundred custom pins expressing emotions related to change.