Freelance Creative Lead
Agency: emc3
Global payments are complex and ever-evolving. So Checkout.com built the technology and expertise to help businesses succeed - one transaction at a time.
Thrive is its global conference series, bringing together key voices shaping the future of the digital economy. The events focus on driving performance, building partnerships and addressing regional unique payment challenges.
For three days, Thrive hosts keynotes, panel discussions, interactive workshops, Checkout.com’s product showcase and entertainment activities for guests.
I was brought in as the Creative Lead, overseeing the branding and design execution of the event, laying the foundation for the following Thrive in Venice.
Thrive is its global conference series, bringing together key voices shaping the future of the digital economy. The events focus on driving performance, building partnerships and addressing regional unique payment challenges.
For three days, Thrive hosts keynotes, panel discussions, interactive workshops, Checkout.com’s product showcase and entertainment activities for guests.
I was brought in as the Creative Lead, overseeing the branding and design execution of the event, laying the foundation for the following Thrive in Venice.
THE CHALLENGE
Thrive inherits its brand assets from the parent brand Checkout.com, while continuing to establish its own identity simultaneously (their blue dot has a name - the Inflection Point). As Thrive travels wide and far, the key was to find the optimal blend of the brand’s digital vibrancy, sport-obsessed energy, minimalistic design approach and the local culture where the events take place.
It’s a fine line between cultural celebration and cultural appropriation.
Thrive inherits its brand assets from the parent brand Checkout.com, while continuing to establish its own identity simultaneously (their blue dot has a name - the Inflection Point). As Thrive travels wide and far, the key was to find the optimal blend of the brand’s digital vibrancy, sport-obsessed energy, minimalistic design approach and the local culture where the events take place.
It’s a fine line between cultural celebration and cultural 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 my designer and I embarked on a broad study into Islamic art and designs, I proposed 2 overarching themes, followed by 2 creative concepts.
Each concept came with its own art direction, supported by rough ideas of how designs and activities could bring the theme to life.
"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 my designer and I embarked on a broad study into Islamic art and designs, I proposed 2 overarching themes, followed by 2 creative concepts.
Each concept came with its own art direction, supported by rough ideas of how designs and activities could bring the theme to life.
"Symmetrical synergy" was chosen as the creative theme.
2 themes & their art directions
Phase 2: Concept > Design system & pattern bank & motion
To show ‘Symmetrical Synergy’, we explored different ways to interlace Islamic geometry with Thrive's minimalistic, contemporary design.
I directed a team of 2 designers and 2 motion designers to design all attendee touchpoints, big and small, from online to offline and everything in between.
The Design System:
A system that allows us to adapt to different environments throughout the attendee journey, not just application-focused. We developed a modular, grid-based, 4-tier design system featuring bold, abstract patterns derived from the English text ‘Thrive’ and its Arabic translation, ‘يزدهر’.
This approach allowed quick adaptation for future locations while highlighting the connection between the brand and its local partners.
To show ‘Symmetrical Synergy’, we explored different ways to interlace Islamic geometry with Thrive's minimalistic, contemporary design.
I directed a team of 2 designers and 2 motion designers to design all attendee touchpoints, big and small, from online to offline and everything in between.
The Design System:
A system that allows us to adapt to different environments throughout the attendee journey, not just application-focused. We developed a modular, grid-based, 4-tier design system featuring bold, abstract patterns derived from the English text ‘Thrive’ and its Arabic translation, ‘يزدهر’.
This approach allowed quick adaptation for future locations while highlighting the connection between the brand and its local partners.
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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. The idea is that, like a camera lens, Inflection Point captures the essence of the destinations as it travels, yet it always circles back into itself.
Inflection Point variations, initial storyboard for motion and test motion
Phase 3 - Product showcase: mood board > sketches & 3D designs
I translated the client’s vision for the product showcase (a futuristic cityscape) into a mood board that works within the tech requirements, budget and venue constraints (a long space with a busy patterned carpet, few plug sockets, and lots of natural light).
Together with the Project Director, Project Managers and Technical Producer, I liaised with our agency partners to produce the technical drawings and 3D renders of all the demo stations.
I translated the client’s vision for the product showcase (a futuristic cityscape) into a mood board that works within the tech requirements, budget and venue constraints (a long space with a busy patterned carpet, few plug sockets, and lots of natural light).
Together with the Project Director, Project Managers and Technical Producer, I liaised with our agency partners to produce the technical drawings and 3D renders of all the demo stations.
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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Various touchpoints
