01/ Catalyst

Catalyst West: Art Direction

The catalyst conference makes its debut on the west coast with a simplified identity, an energetic brand, and potentially some really cool things in the box.

The mark itself is a simplified version of the original mark, while 2 faces from the Univers family were selected to identify content specific to it. As i tried to identify the typical catalyst demographic i realized the tone of messaging needed to be simplified, sophisticated, and authentic. I chose a "retro directional" approach to the art direction, pulling an arrow from the mark itself, and directing the attention to specific areas of imagery that connected to the individual.