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Joe Pickett

Joe Pickett

Joe Pickett

client:

Pure

Project:

Customer Conference

ROLE:

Creative Director

BRIEF/Objective:

Pure was embarking on their most ambitious event yet. With a very minimal corporate brand guideline, they were looking to create an event brand that set them apart from the competition. Did I mention the event was to take place in the absolutely empty shell of pier 48 on the SF waterfront?

Approach/Outcome:

I really loved developing this brand. We had a completely blank canvas in many respects, which sometimes can be more challenging. In creating the over all brand guides I developed an ad style that they continued to use far beyond the event.

Pure is a storage company, and we went all-in into that concept. Taking a space meant for storage and dividing it up with more storage containers to create the different engagement areas within the space.

Visually I kept thing bold and industrial, oversized but still subtle and elegant. I worked with artists to create textures and designs that felt like abstract future charts and diagrams as backdrops to the messaging and activities.

Our Blank Canvas

Using the branding I developed we created walls of texture and messaging as a backdrop to the entire event.

The type treatments were used throughout the space. We alternated with the bold orange textures to create contrast and delineate spaces.

Creating an environement through color, type, and texture.

The type treatments were used throughout the space. We alternated with the bold orange textures to create contrast and delineate spaces.

Creating an environement through color, type, and texture.

These designs were used to tell the customers story and reinforce the values and attributes of the brand.

These pieces not only served as print and digital ads but also were printed at 20'X20' to delineate areas within the space.

The impact of these designs on the space went beyond visual. The use of such saturated orange created excitement and elevated the attendees mood.

I designed several textures that were to be used as backdrops and textures for the space and also for presentations and ads.

The designs and typography being used in the intro video.

A title slide for the main stage presentation.

One color way of the resting screen for the main stage.

Logo development and usage.

Print ads and typographical treatment.

Ways to use and color treat the custom textures.

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