PROJECT
SIEMENS FUTURE TALKS
CLIENT
R/GA
ROLE
SENIOR DESIGNER
CONTRIBUTION
BRAND DESIGN
VISUAL IDENTITY
DESIGN SYSTEM
YEAR
2017
INDUSTRY
TECHNOLOGY
Siemens is undergoing a profound transformation as a business, from makers of machines to a fully digital business. This digitalisation means they are requiring new and diverse talents to join them and require new behaviours from existing employees. They are currently seen as an old traditional ‘grey’ tanker of a business, overly hierarchical and risk-averse. We need to change perceptions to make them be seen as a more progressive, open, creative and dynamic company. They have 351,000 people building the future every day. The companies that claim to be creating the future have nothing like Siemens's expertise, resources, access, and scale. For years they have been quietly changing the world, now it’s time to talk about it.
Future Talks is a concept for re-inventing thought leadership events through Siemens' new brand. A new branded format they can own across employer brand and recruitment events, and use to create compelling content to attract new talent. A distinct look and feel for the Future Talks using the current Siemens brand as a starting point.
Siemens' secondary brand and visual identity are swiftly created to meet the tight timeline of the event launch. Future Talks are an inclusive circle where everyone is an equal part of a conversation. Re-inventing thought leadership events through the new brand. A new branded format to be used across employer brand and recruitment events, and to create compelling content to attract new talent. The key principles are open, equal conversations in the round, provocative questions, and sharing many perspectives. Interactive, tech, future-focused agenda. Highlighting Siemens's genuine role in designing and building the future.
Two concepts are created for the brand design system. Concept one uses the brand system with unique distinct colorways, distinct templates and photography. Concept two uses the Siemens brand system with a unique FutureTalks logotype. Creating an extended sub-brand design system for Future Talks, with unique symbol and colour usage, layout, and photography. The shift in the concept follows:
▲ From Traditional lectures with a stage to Open, interactive, unexpected conversations and a microphone
▲ From Business leaders to Employees at all levels, with different perspectives and insights
▲ From Sharing a set agenda to Discussing the future of engineering and what it takes to get there
Credits
Samuel Viani ⸺ Senior Designer
Igor Pancaldi ⸺ Creative Director
Robert James Powell ⸺ Design Director
Duration
3 weeks
Agency
R/GA
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