Breakthrough 2019 was an annual three-day event hosted by Kantar, which brought together senior leaders from various industries, including marketers, tech agencies, and media companies. The event aimed to provide a transformative experience and result in actionable insights and new connections for attendees. This year the event was held in Hollywood, California, with the theme of "escape the ordinary" to inspire attendees to think differently.
The challenge was to craft a distinctive and captivating wordmark that would effectively brand the event. We were asked to include specific elements in the design, such as a nod to the concept of "escape" and the fact that this was the initiative's third anniversary. As the lead designer, I created the event's visual identity and overall aesthetic. I utilized a slash in the center of the letter "B" to symbolize the direct path to insights and novel perspectives. Creating the cut between the 'B' created an illusion of a letter "E," which represents "escape," and the number "3" to signify the three years of the initiative.
Other collateral materials included t-shirts, stage designs, social media graphics, email templates, digital presentation slides, notebooks, pens, and booklets. The designs aimed to create an immersive experience, help attendees connect with the event's theme, and generate new ideas and inspirations.