The colour of the Off Grid collateral is constantly changing in response to the author of the latest tweet with the #offgrid17 hashtag. The first three letters of a Twitter handle are translated into a RGB colour code which becomes the participants personal colour. During particularly active times of the conference the collateral will be constantly changing, emulating Off Grid’s energy. Production of print material will occur in real-time, making each piece a unique and reactive representation of time and activity.
The Twitter handle of the latest tweet and corresponding hex code will be labeled on the collateral instilling a sense of ownership and non-hierarchical involvement.
For this brand we wanted to decentre the designer and focus on creating a system that can be put out into the world and allowed to grow and evolve through the energy and interaction of its participants. To enable this we developed ‘The Generator’ which takes information from Twitter which is then used to create computer-generated conference material.
Tape is also a key element to the brand. Cheap, versatile and temporary it is perfect for an evolving experience such as Off Grid. The tape can be used to stick things to surfaces—the four corners of the tape becoming part of the brand which can be utilised in other spaces such as clothing, spatial marks and other digital settings.