Thornberg & Forester’s experiential brand work for this year’s Gel conference in New York serves as an example of storytelling – where the process became the story.
Branding & design firm Thornberg & Forester was asked to brand this year’s Gel Conference (“Good Experience Live”). Gel is a conference and community exploring good experience in all its forms – art, business, society, technology, and life, and took place in New York this past April.
The firm’s answer to this challenge was to craft 6 branded animations sprinkled throughout the show’s two-day schedule, as well as developing a poster campaign that captured the spirit and focus of the conference speakers. What resulted was a communicative pop art collection (and unique type/font) that captured the core values of the Gel experience – vibrant, lighthearted and unpredictable.
We found T&F’s work for Gel to demonstrate a solid example of storytelling – where the process of developing the conference’s image based on interacting with its speakers and showcasing its core values – became the ultimate story.