Freelance Creative Lead
Agency: emc3
Thrive is Checkout.com's global conference bringing together key voices shaping the digital economy.
I led branding and design execution for Thrive Abu Dhabi, establishing the foundation for the following Thrive in Venice and beyond.
I led branding and design execution for Thrive Abu Dhabi, establishing the foundation for the following Thrive in Venice and beyond.
THE CHALLENGE
Thrive inherits Checkout.com's assets while establishing its own identity. The challenge: blending the brand's digital vibrancy and minimalism with local culture—balancing celebration and appropriation
Thrive inherits Checkout.com's assets while establishing its own identity. The challenge: blending the brand's digital vibrancy and minimalism with local culture—balancing celebration and appropriation
The venue: Park Hyatt Abu Dhabi Hotel and Villas
THE JOURNEY
Phase 1: Research and Event concept
Phase 2: Design system & application
Phase 3: Product showcase
Phase 4: Event Installation & Event
Phase 5: Post-event learning
Phase 1: Research and Event concept
Phase 2: Design system & application
Phase 3: Product showcase
Phase 4: Event Installation & Event
Phase 5: Post-event learning
Phase 1: Brief > Message & Visual hierarchy > Research > Concept
Starting with a deep dive into the brief, I laid down the messaging and visual hierarchy which underpinned our creative effort. As our team embarked on a broad study into Islamic art and designs, I proposed 2 overarching themes, followed by 2 creative concepts and art direction.
"Symmetrical synergy" was chosen as the creative theme.
Starting with a deep dive into the brief, I laid down the messaging and visual hierarchy which underpinned our creative effort. As our team embarked on a broad study into Islamic art and designs, I proposed 2 overarching themes, followed by 2 creative concepts and art direction.
"Symmetrical synergy" was chosen as the creative theme.
2 themes & their art directions
Phase 2: Concept > Design system & pattern bank & motion
We interlaced Islamic geometry with Thrive's minimalism. I directed a team of 2 designers and 2 motion designers to design all attendee touchpoints.
The Design System:
We developed a modular, grid-based system using patterns from 'Thrive' and 'يزدهر'. The Inflection Point incorporates Islamic stars, capturing each destination's essence.
We interlaced Islamic geometry with Thrive's minimalism. I directed a team of 2 designers and 2 motion designers to design all attendee touchpoints.
The Design System:
We developed a modular, grid-based system using patterns from 'Thrive' and 'يزدهر'. The Inflection Point incorporates Islamic stars, capturing each destination's essence.
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The development of the design system & pattern bank
To give the brand's beloved Inflection Point more focus while using it as a device that unites all the patterns, I developed a series of its variations that incorporate Islamic stars into the transition.
Inflection Point variations, initial storyboard for motion and test motion
Phase 3 - Product showcase: mood board > sketches & 3D designs
I translated the client's futuristic cityscape vision into a mood board within budget and venue constraints, then liaised with partners on technical drawings and 3D renders.
I translated the client's futuristic cityscape vision into a mood board within budget and venue constraints, then liaised with partners on technical drawings and 3D renders.
3D renders and techical drawings done by our 3 agency partners
Phase 4: Installation
I flew to Abu Dhabi to oversee the installation of all the designs.
I flew to Abu Dhabi to oversee the installation of all the designs.
Phase 5: Event & Learning
The event was a success and laid a strong creative foundation for Thrive Venice.
The event was a success and laid a strong creative foundation for Thrive Venice.
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