06

Tech & Arte

Rebrand, UX/UI
Technarte is a conference in Bilboa, Spain where international artists and technologists show the most innovative artistic disciplines that use the technology as means of creation. It’s been around for nearly fifteen years, getting more recognition and prominent artists, but it's had the same design since the beginning. The goal with rebranding this conference is to visually create a brand with their goal of uniting art and technology and recognizing the new fields that stem from it and provide a more memorable experience.

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New Identity

Bizkaia Aretoa is a convention center in Bilboa, Spain right across the Guggenheim Museum of Bilbao. The conference has taken place here since it started in 2007, playing a critical role in the experience of the conference, thus becoming an integral part of the conference’s new identity. We renamed the conference to Tech & Arte to visually display the name in the logo shaped like the convention center.

Typography

IBM Plex Sans and Mono is the new typeface for IBM worldwide, designed the their own Brand and Experience team. This friendly, Grotesque typeface illustrates and balances the unique relationship found between engineers and artists. From coding to designing, both parties are drawn and familiar to this type of typography.

The sans family is used for the majority of the brand including headlines, body copy, etc., and the monospace family is used for smaller, detailed text.

Website Flow

Designed to be simple and immersive, the Tech & Arte website emulates the innovative projects being shown at the conference. It provides the audience a glimpse of what the conference is all about, combining graphics and experiences found within both engineers and artists.

Conference Badge

The badge is designed simple enough to catch the viewer’s eye with the person’s name, logo, and title. The lines provide a sense of movement found within the brand and website, and the hint of color helps the flow of hierarchy. There are two types of badges—speaker and attendee—with the schedule on the back.

Conference Program

The conference program includes the attendee’s or speaker’s badge, about the conference, and a brief description of all the speakers and talks. This provides the same experience found in their website to print, and serves as a souvenir.

Presentation Graphics

These simple, straight-to-the point graphics catch the viewers eye, but aren’t too distracting. While still keeping with the brand, these graphics would be displayed to present speakers and animate throughout the talk regularly.