LIFT CONFERENCE

WE ARE SAATCHI

Full-service global agency of record for Toyota

Client: Saatchi & Saatchi
AD: 🙋‍♀️
ACD: Art Boonklan
Motion Designer: Michael Chang

OVERVIEW:

The LIFT Conference is a Saatchi annual event founded and organized by the Saatchi Diversity Task Force. The initiative includes a speaker series, employee activities, and music showcases. The main theme changes each year, featuring content intended to foster positive office culture, work-life balance, and effective collaboration.

THE CONCEPT + VISUAL DIRECTION

The 2024 LIFT Conference featured content around the idea of "making space for others while taking space for yourself" at work.
I developed a bold, colorful, uplifting, and dynamic Brutalist aesthetic with animation that literally "makes" and "takes" space on screen.

MY ROLE:

I art-directed the visual identity, the motion design for the panel intro videos, and designed all the event graphic materials, including posters, swags, and signage.

THE OUTCOME:

A well-received, cohesive brand experience for 500+ attendees that successfully translated an abstract concept into bold, memorable visuals.

ART DIRECTION / DESIGN SYSTEM

The visual design, with contrasting colors and the font animation, is bold and colorful, reflecting a strong point of view meant to express the confidence required to both take space for oneself and create space for others. To develop this bold look, I leaned into gradient backgrounds with added noise and chose 3 highly contrasting color pairings, so I had the option to use the gradients or the matching solid color.

THE TYPOGRAPHY:
The typography reminds one of a Brutalist look, bold and strong, but modern, and made fun by the colorful association. The art direction leans into animation, using a Variable Font that allowed us to animate the letters to mimic “making and taking” space.