Objective
Francisco de Vitoria University hold its first Research Congress in April 2019.
I was asked to lead the event branding. I had to create a name, develop an identity, design all graphic elements as well as advertise and broadcast the congress to turn it into a regular event in Madrid which could be a referent. The main challenge was to get the attention of more than 8000 students but also researchers, university professors and facilities members.
alétheia
MIND ON is all about being opened to new discoveries.
It allows students and professors to interact with the brand. We developed two sides of the brand: MIND OFF and MIND ON, that we used before and during the event depending on the message we wanted to send. The concept is that each person has the power to switch their mind, we should always be open to learn, specially at university.
The idea of “conquering” a new space, that is not normally used for exhibitions, was a must, so that we could get a bigger impact.
We also created promotional videos, a passport to gamify activities and an exhibition.
The event was a huge success. It allowed sharing with professors of different universities the research made by our faculties and create feeling of pride to belong to the Francisco de Vitoria University.
Position played: Lead Graphic Designer
We designed graphic pieces and promotional videos based on the concept OFF-ON , advertising the event some weeks before.
During the congress we covered it by IG for our students.
A week before the event the main corridor of university was covered with 150 lime posters with the message MIND OFF.
Very early the opening day we turn around the posters.
We gamify the activities of the event to catch the attention of students.
The MIND ON Passport contained the basic information and rewards for attending courses, join quizes or take part in activities.
One of the challenges was to fill your passport with two stamps. We designed stickers which can be obtained by taking part in activities. If you got them you obtained a corporative t-shirt.
There were also QR in all advertising posters and places around university that took the user to contests or direct prizes as free breakfasts, meals or free prints in reprography.
One of the main activities of MIND ON was an anthropology exhibition. I was asked to create everything from scratch with minimun budget. We needed to get the students to visit it, so we had to be shocking.
The name we chose was Venimos de LUCA (Last Universal Common Ancestor) and the image the Darwin Evolution crossed.
It was quite controversial but created a huge impact among the community, who visited it to learn more about this theory, which supports the Darwin one, but goes further.
