#AHumanFuture Symposium

Brand design and communications for an international symposium on the future of work and skills

#AHumanFuture Symposium

Brand design and communications for an international symposium on the future of work and skills

International Symposium

Brand design and communications for an international symposium on the future of work and skills

—— 01. THE BRIEF

The Centre for Work-based Learning hosts an international symposium on the future of work annually. 

Now in its 5th year, I was commissioned to produce effective and compelling bespoke branding for the event, alongside creating an exciting build up to the day. The theme for the event was skills 4.0, which recognises that the world of work is changing and to thrive in this new and fast-paced environment, businesses need resilient employees equipped with the right skills and knowledge. The 5th annual symposium, titled 'Skills 4.0: Work-based Learning for #AHumanFuture', aimed to build upon the outcomes from last year and ask, "How do we best equip people with these skills?" Embedding these skills within work-based learning programmes is an ideal way to develop them.

Creating an identity

With this in mind, I aimed to build on the Centre for Work-based Learning's brand guidelines, and establish an event specific 'disruptive' and 'provoking' brand identity.

Asset 20

The event uses the hashtag #AHumanFuture, which has been established on social media and is unique to the Centre. With this in mind, I established a logo for the hashtag that could be used across marketing collateral, aiming to further allow the Centre to 'own' and be recognised for this hashtag.

The #AHumanFuture logo uses to the dedicated house font, and so keeps consistency to the brand image for the Centre. To generate a style that invokes feelings of disruption and change, I chose a 'glitch' style effect which could be applied to images and text, either as a still or rendered animation. The colour scheme sticks to the brand guideline colours, but playfully does so through gradient washes.

Building anticipation

In order to build antipation pre-event, I established a wider communications plan leading up to the event, aiming to generate discussion and excitement. I designed a number of materials and resources, which included:

A dedicated landing page for the event that built up with more information as the event approached

A dedicated landing page for the event that built up with more information as the event approached

Branded personalised email waves to invite delegates, keeping them up-to-date with event infomation

Branded personalised email waves to invite delegates, keeping them up-to-date with event infomation.

Speaker reveals to be shared via social media to generate conversations and interest

Speaker reveals to be shared via social media to generate conversations and interest, both to delegates and the wider public

Speaker reveals to be shared via social media to generate conversations and interest, both to delegates and the wider public

Speaker reveals to be shared via social media to generate conversations and interest, both to delegates and the wider public

Sharable GIF's to be used by the Centre and partners to push more people to join the interactive livestream

Creating a spectacle

On the day, the venue held a distinct brand image that represented the 2018 event. Delegates were supplied with a brochure, which I designed to stick to this glitchy and disruptive style. Lanyards were also branded for the first time with the newly designed and implemented #AHumanFuture logo.

programme
Booklet1
Booklet3 3
Booklet4
Booklet5
lanyards

—— 02. THE OUTCOME

The event brought together over 100 national and international thought leaders, directors and senior managers to discuss the future of the world of work and to consider what that means for employees and businesses.

In addition, the event generated a lot of interest via social media, and almost double the amount of public livestream viewers on the Centre's landing page. Delegates rated event communitions and design very positively, and left feeling inspired, with the topic still generating conversations online.

Other designed elements throughout the day included a branded master presentation and phone charging unit, along with collateral for delegates to take away with them.

Establishing a legacy

To maintain key messages from the day following the event, I produced a series of short 'bitesize' highlights videos - one for each speaker - to be shared on social media. Through the use of effective branding and large closed captions, engagements on these short videos were much higher than posts with a standard link to the full video.

Supporting documents

Explore other projects

Out & AboutService design

Natural NetworksService design

Material ExperimentsExperience design

Project InclusiveIndustrial design

Digital WorldDigital design

Glasgow by BikeService design

© Jake Cohen 2021. All rights reserved.

© Jake Cohen 2019. All rights reserved.

© Jake Cohen 2019.
All rights reserved.

© Jake Cohen 2019. All rights reserved.


© Jake Cohen 2021.
All rights reserved.