CATEGORY

Silkscreen

RANK

Sustainability Award


PRODUCTION DETAILS

Quantity

50

Page Count

Number of Colors

1-6 custom mixed

Binding

Dimensions

26 × 40

Paper Stock

100% Post consumer recycled paper

Special Techniques


DESIGN CREDITS

Executive Creative Director

Chris Campbell

Creative Director

Craig Stout

Design Director

Forest Young

Senior Designer

Ross Clugston


TAGS

, ,


LINKS

interbrand.com

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CLIENT

Inter­brand New York is wide and diverse. Strate­gists to design­ers, mar­keters to finan­cial man­agers. They are music junkies, food­ies, and from all cor­ners of the globe. Each depart­ment is iso­lated by their respon­si­bil­i­ties to their clients and ven­dors, but joined together by a com­mon love for brands.


BRIEF

The World Chang­ing Speaker Series needed a medium to mar­ket the event to agency depart­ments, and exter­nal third party providers, with a con­nec­tive thread between the six speak­ers. Keep­ing bud­get and waste in mind, the agency wanted to offer each speaker an addi­tional ges­ture of appreciation.


APPROACH

We designed a series of six silkscreened posters that evolved over the course of the World Chang­ing Speaker Series. As a metaphor for the accu­mu­la­tion of knowl­edge, the con­tent for each speaker’s poster was screened over the pre­vi­ous announcement—creating a col­or­ful arti­fact of the series. The posters first announced each lec­ture, then were pre­sented as limited-edition gifts to each speaker. Made from 100% post con­sumer waste recy­cled paper, the posters used a sixth of the mate­ri­als from tra­di­tional processes and extended the usable lifes­pan of each announce­ment from one week to five months.

PRODUCTION LESSONS

As the poster evolved each week, the lay­er­ing of inks proved to be a chal­lenge. With a finite num­ber of posters, any mis­takes or incon­sis­ten­cies had to be dealt with as happy acci­dents. The upside of this is that no two posters were ever the same. If we were to do this over, we would have screened dou­ble the amount of posters (the set sub­mit­ted to the FPO Awards is our last set in existence).

Judge’s Com­ments
I thought that Interbrand’s World Chang­ing Speaker Series posters were an inven­tive and inno­v­a­tive approach to sus­tain­abil­ity. The re-use of a sin­gle set of posters and adding addi­tional impres­sions as the series pro­gressed not only spoke to sus­tain­abil­ity but, also was also sym­bolic of a larger concept—looking back on the build­ing of knowl­edge. It was a unique blend of con­cept and exe­cu­tion. Kudos. — David Dodde

This poster series has a really inter­est­ing concept—reusing each event’s poster for the next event in the series. So clever! Not only is it a great way to con­serve resources, but it rep­re­sents a cohe­sive­ness within the event series and the lay­er­ing of ideas and knowl­edge. brad murph

At first I didn’t know what to think about these large brown posters. They were kind of messy and disheveled from a design point of view, and the silkscreen print­ing was uneven and out of reg­is­ter. But when I looked closer it dawned on me that this was an addi­tive poster series and what we were look­ing at was the cumu­la­tive effect of a half-dozen posters lay­ered on top of one another. The con­tent for each of six event posters was screened over the pre­vi­ous poster, sym­bol­iz­ing the accu­mu­la­tion of knowl­edge and the idea of change, as in “World Chang­ing.” It was also a sus­tain­able approach because there were only six posters printed that per­formed dou­ble duty (actu­ally they per­formed a sex­tet of pur­poses). Reams of paper didn’t end up in the dump­ster at the con­clu­sion of this event. In the end what won me over, and what always wins me over, is the fact that there was an orig­i­nal idea here. An actual idea—a con­cept. And that’s a rare and beau­ti­ful thing. — DJ Stout

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