True North Festival
Creative Director
The Communitech® True North conference ran in 2018 and 2019 as a way to amplify the region’s growing contributions to the tech sector. Speakers and panelists spoke candidly about the ethics and perils of privacy, big data and net neutrality.
I joined the team in late 2019 and the plan was to expand the concept from conference to festival. Unfortunately, COVID-19 had other ideas and the True North Festival™ didn’t happen in 2020.
But that didn’t stop me from reimagining the brand direction.
Images from True North 2018 and 2019, courtesy of Communitech®.
From conference to festival
I created a wordmark that would clarify the change in format. True North was evolving into a week-long festival that would span across the city.
I generated consistency by continuing to leverage the previous year’s logo and colour palette. The concept was to refresh the festival lockup—and visual identity—every year.
True North Festival is moving forward
The new brand direction captures the concept of momentum, illustrated with a 10-degree tilt design that expands to typography, photography and colour-blocking.
The tilt element is dynamic and simple, and is instantly recognizable with repetition across assets.
This is how I imagined it would roll out:
