Client:
FreightWaves
Role:
Art Direction • Design
Brief:
Create an identity for F3: Future of Freight Festival to be applied across web, digital marketing, motion assets, and on-site print and digital applications.
F3 is an annual conference that explores innovations in the freight industry through engaging discussions, rapid-fire demos, interactive sponsor exhibits, thought-provoking speakers, and a fully immersive festival with live musical performances.
Outcome:
My goal was to create a flexible color palette that communicated movement and possibility. As a result, I paired a grain texture with a simple, but striking white to navy gradient which became the building block for an isometric structure of the event's nickname, "F3." 3D renders of supply chain and festival imagery, created by Darren Case, were placed on the F3 structure for an immersive effect.
The identity created for F3 is truly shaped by the gradient, which can be rotated and applied in a multitude of ways to continuously feel fresh and new. It is complemented by black and white photos, as seen in the marketing assets below. The limited color palette ensures stark contrast of all elements.
