Sooner Than You Think is a Bloomberg event franchise focused on the topics and trends on the cusp of revolutionising business, technology and the world around us. In 2018, the Bloomberg Studio team worked on a rebrand for the franchise, as well as ATL and event design around on the “imminently possible,” breakthroughs that are likely to happen in the very near future and that will change the way we work and live.
We developed a glitch-inspired modular identity that would retain consistency around the world, while helping designers tweak the imagery to reflect the event's themes of discussion. From cryptocurrency to cybersecurity and the future of flying cars, a customised image treatment allows for the imagery to flex into the system seamlessly. The resulting system is also flexible enough to work across all marketing assets, event signage and collateral. It works particularly well in motion as we developed promos for Bloomberg Television and social. The blockiness of it translates very well as a modular spacial design system, where the square shape of the logo can be turned into a blown-up cube for our stage design.
The first event in the 2018 series took place at Station F in Paris, the world’s-largest startup incubator. Speakers included Anne Hidalgo, Mayor of Paris; Christopher Wylie, Whistleblower and former Director of Research for Cambridge Analytica; Yann LeCun, VP & Chief AI Scientist at Facebook; and John Collison, President & Co-Founder of Stripe. The event has grown since then - the identity has helped the franchise keep a consistent identity that builds flexibility for its iterations in Brooklyn and Singapore.