Accenture Digital officially launches it's Digital Hub in Singapore on the 18th of September 2017 - bringing together the best minds and talents across multiple departments under one roof. Where previously Accenture offered clients a global network of knowledge and capabilities limited only by timezones; now its offers the same global capabilities functioning at the speed of NOW.
The branding for this event revolved around ensuring that the design language followed Accenture Digital's global branding while reflecting it's innovative, creative and tech-savvy side. The design had to be scalable across mediums and complexity, while remaining simple enough to be handed off to different design teams moving forward.
Contributors
Lead Designer: Chin Li Zhi
Initial design concepts: Chin Li Zhi, Joel Ling, Chanthani Satjatham
Initial design concepts: Chin Li Zhi, Joel Ling, Chanthani Satjatham
Copywriting: Ray Isaac Thomas, Nathan D. Raward
Design language
SHAPES
Primitive shapes, the basic building blocks of complex form both in our understanding of the physical world, and in digital realms.
It is from these shapes that great things were made; similarly it is from a combination of people, processes, data, clients and milestones that great solutions are formed.
- Points (Milestones)
- Lines (Processes)
- Circles (Clients and their sphere of influence and expertise)
- Squares and rectangles (Data, blockchain and information)
- Triangles (Accenture's people, as they are combinations of 3 capability paradigms)
- Chevron (Accenture, since it's the logo and a chevron can also be seen as made up of multiple triangles - reflecting
Accenture's belief that "our people is our greatest asset")
Colors
The colours red, green, blue, yellow, white and black represent the constituent colours present on the flags of all ASEAN Member States - the primary region at which Accenture Singapore operates in. These colours are also the fundamental colours of the digital world, with the primary colours of red, green and blue forming the basis of all digital imagery. Yellow is considered a primary colour in the physical world (along with red and blue), with black and white representing the combination of primary colours in the physical (black) and digital (white) world.
Together, the use of these 6 colours represents Accenture's full spectrum offering across the physical and digital worlds, transforming the businesses of our clients regardless of industry.
IDENTITY POSTERS
These "Identity Posters" were mounted on walls around the hub, each of them displaying one facet of the Digital Hub. Together, they speak about the mission and values that underpin the creation of the new Digital Hub, and represent the mindset that guides this new creative space.
The use of black for the background ensures that the posters will stand out against the predominantly white/light-coloured backdrop of the space, while the bright and vibrant titles jump out at viewers - inviting them to take a closer look at what the Digital hub lives by. Each poster has a custom designed symbol created using lines, dots and circles; evoking a fluid, organic feel while at the same time remaining dynamic with a hint of technology and information.
DEMO POSTERS
Technology demos shown around the hub were accompanied by these "Demo posters", each of them represented by a custom-designed symbol created through the use of primitive shapes and a chevron. The use of bright colour gradients ensured that these abstract, quirky symbols popped out against the predominantly white backdrop of the space; lending the hub a fun-natured, colourful burst of energy.
Miscellaneous items
Souvenirs
Card wallets were given out as souvenirs during the event, and the branding for the box containing these souvenirs had to reflect the design language used across the space. Using the brand colours of Accenture Digital and primitive shapes - minor flourishes were added to frame the plain box cover - giving dominance to the logo; ensuring that visitors would remember the Digital Hub even after the event.
beacon card
Each visitor was also assigned a beacon card that would allow them access to a variety of technology demos and activities scattered around the space. Each beacon card also allowed the person to be tracked in real time; of which the information allowed for a plethora of uses such as real-time informing of hosts, personalised greeting and reminders around the space and even crowd control and personnel management.
As the beacon card was a part of the demo represented by "People Mobility" (See poster above), the design used the same abstract symbol tweaked to fit the format of the card, while ensuring visual interest.
T-Shirt
T-shirts were printed for the facilitators and event management team that helped out for the launch day. The robot motif on the front of the shirt was formed and coloured via the same design language used across the event. The robot was chosen to have a childlike, humorous appearance instead of an industrial or militarised look to reflect the Digital Hub's mission to humanise technology and make it accessible.
