The Future Of
From Our ClientsHow do you communicate a future—one defined by optimism, community, and meaningful design experiences? Sometimes with a lot of words.
Sector: Design and Architecture, Non-Profit Company: International Interior Design Association Discipline: Branding, Design Systems, Environmental, Print Design, Motion, Deck, Advertising & Marketing, Digital, Wayfinding
For The International Interior Design Association (IIDA), the professional organization that supports and advances the interior design industry through advocacy, education, leadership, and community, they did this through multiple messages centered around The Future Of, the campaign strategy for their annual design conference that supports three days of programming, meetings, and events for more than 50,000 design professionals.
The FUTURE OF
DESIGN
EXPERIENCE
CREATIVITY
INSPIRATION
BELONGING
The Future Of
The design system extended across multiple communication channels and included production of hundreds of digital and physical assets that include environmental design, signage, storefront graphics, email campaigns, presentations, social media posts, print design, wayfinding, swag and motion graphics.
Starting the moment you walked in to the conference, two floors of a historic 1928 commercial building—typically defined by marble and classical architecture—was transformed into an unexpected dialogue between past and future.
By wrapping ground-floor arches and second-floor columns in contemporary graphics, the design system reframed the space as an immersive entry point into the event.
Positive, evocative keywords such as belonging, design, creativity, and experience became impromptu photo backdrops—tools attendees used to express their personal connections during the week that included programming, meetings, competions and events.
Impact at scale
A vibrant color palette anchored by black was chosen to reflect a bright future while the typeface New Order was selected for legibility and impact at scale, optimizing the system for large-format environments.
Six pattern designs created a variety of options to work with and to adapt across platforms and contexts while preserving a cohesive, recognizable visual language.
