The Typo Berlin Beyond Design conference redesign was a project belongong to Typography II. The challenge was as it sounds: take the conference materials from the 2016 Beyond Design International Design Conference and recycle the content to create new materials to hypothetically brand the 2017 conference. The required deliverables included a conference booklet with introduction, schdeule, speakers, facilitators, and Typo Night info; swag consisting of 5 items of our choosing; and wayfinding, each relying on typography to do the heavy lifting.

The greatest challenge with this objective was to recreate the schedule from an online interactive table. In efforts to break the mold and focus on type, I created the schedule without the use of a table — a task that proved daunting, especially for my relatively small booklet. My solution was twofold: use lots of pages, and establish airtight hierarchy. I achieved this through a combination of color, size, font style, typeface, and alignment.

To further emphasize the typographic nature of the project, I woked exclisively in typography, save for the images of speakers and the map, using only the color and geometric quality of the letters to stylize the brand. I also used the redesigned logotype for Typo Berlin 2017 as a pattern to create background texture, applied to the booklet. This motif was carried throughout the name badge and wayfinding to unify the conference brand. 

The color and typography choices I made were aimed at creating a bold and fun, yet professional tone for the brand. I selected Pragmatics Slab Serif as my primary typeface because it was a bold font that retained readability and usefulness in multiple applications. The faded magenta of the palette catches the eye and suggests fun without overwhelming the eye. The off-complementary gold breaks up the magenta and attracts the eye, and the black and white lend themselves to text and situate themselves effortlessly into the palette.