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All Eyes on 300FeetOut’s TYPO Campaign

Coming up with a branding campaign that will impress a group of designers is not for the faint of heart. When San Francisco’s 300FeetOut set out to brand the 2015 TYPO San Francisco International Design Conference, they knew they had to be at the top of their game. Luckily for all, they didn’t disappoint.

The theme of this year’s conference was “focus,” something every creative knows plenty about. When coming up with a visual to get conference attendees thinking about their point of focus, 300FeetOut started out with the idea of featuring one white dot on a solid color background. That idea quickly morphed into a pair of eyeballs, and THAT eventually led to the creation of an “eye-brary” – a collection of eyes that take on a vast range of expressions and personalities.

For example, sleepy eyes might represent the coder who had been up all night and needed a cup of coffee to get through the conference. Crazy eyes might be representative of the creative director who had just come from a client scope-change meeting.

“We were really trying to make each personality fit the various types of people that go to the conference,” says 300FeetOut CEO Barbara Stephenson.

The eyes also took center stage in the form of an eye forest, while an interactive eye photo booth fueled a successful social media campaign.

While there were many rewarding aspects of the project, one of the most fulfilling was being able to create for an audience that could truly appreciate the amount of focus it took to get the job done.

“It’s really validating for us to work so hard and so long on something and then to see it appreciated by such an audience,” Stephenson says. “Most designers don’t get that kind of gratification.”

Author: Tamara E. Holmes

Tamara E. Holmes is a freelance writer and editor who has written extensively about business, careers and success for such publications as Working Mother, Real Simple, and AARP Bulletin.

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