SXSW 2023

Brief

Develop the theme and design system that serves as the foundation for all visual communications and wayfinding for the annual SXSW events.

Solution

Create a look and feel that gives us permission to renew our sense of wonder utilizing refracted 3D gradients.

Services

Art Direction, Campaign, Social Media, Content, Guidelines, Graphic Design, Merchandise, Signage & Wayfinding, Motion Graphics

Through the Looking Glass

Recent history has seemed surreal—not always in a good way. SXSW is built upon the convergence of ideas, influences and industries and its magic is in the physical experience. After two years of uncertainty, the cancellation of one event and the digitization of the next, 2022’s event marked the pivotal return to the physical — both an invitation to celebrate and a sobering reminder of what we’ve lived through. A shift from cautious optimism to unapologetic realism.

Building upon the momentum and anticipation from last year's return of the SXSW Events, in 2023 we employed dreamy, refracted gradient patterns with transitional movement that give us permission to renew our sense of wonder - to dream, rather than dread, the endless possibility that our future holds.

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AWARDS

Austin Advertising Federation ADDY Awards:
2023 - Bronze - Integrated Branded Content Campaign

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The SXSW EDU Conference & Festival takes place each March in Austin, TX as a four-day event offering compelling sessions, in-depth workshops, engaging learning experiences, mentorship, film screenings, future-focused competitions, an expo, networking opportunities, and so much more.

SXSW EDU is a component of the South by Southwest (SXSW) family of conferences and festivals. Internationally recognized as the convergence gathering for creative professionals, SXSW EDU extends SXSW’s support for the art of engagement to include society’s true rock stars: educators!