Technology, Mind, & Society is an annual conference that discusses how the intertwining fields of psychology and technology work to advance each other. The theme, Rethink, is a deliberately open-ended invitation that encourages attendees to analyze the world from new perspectives.
The design challenge was to craft a brand that blends the two worlds of technology and humanity in a believable and unconventional way. Monospace fonts and bright accent colors speak to the future, while the serif font and cool blues keep the brand grounded for the conference’s 28–42 year old demographic.
During the research phase it was determined that the conference had two main target audiences: professionals in the world of psychology, and students of psychology. From this research, two distinct user personas were created to ensure the conference and brand were adequately catering to the needs of the audience.
The conference logo was created to accurately portray both the theme and subject matter of the conference. Careful attention was paid to matching the x-heights and weights to increase unity.
To keep the brand accessible, focus was placed on creating tangible applications with clear hierarchy. Structured columns and color-coding allow for easy digestion of information.
The single-page website was designed to be informative yet streamlined, allowing users to easily navigate and convert without unnecessary clutter.