Forum Umwelt & Entwicklung · Schöne Neue Welt BrandingChoose Your Future: A Conference Set in 2048
Sector
Environment
Role
Creative Lead
Year
2018
The Challenge
The Approach
I began by playing the concept back to the organisers and asking sharp questions, such as which word mattered most: Schöne, Neue or Welt. I then shared three open directions so the team could combine the strongest ideas. My own goal: something beautiful enough that people would want the poster on their wall.
The Solution
Schöne Neue Welt, named after Huxley's 1932 novel, was a two-day Berlin conference where speakers talked as if it were 2048, comparing a future where nothing changes with one where we act. The identity had to immerse people in that future while making it clear at every moment whether they were in the present, the utopia or the dystopia.
The pill became the symbol of choice. Inside it, artist Angus Baird painted two watercolour worlds: a green utopia and a black-and-grey dystopia. A pill-shaped hole cut into the programme cover let readers fold the page to reveal either future. Palettes inspired by the film Her and the typeface GT Cinetype ran across posters, stage graphics and merchandise.
Impact
More than 200 experts, activists and members of the public attended, across eight themes from climate to democracy and inequality. The visuals fed directly into scenario workshops and art installations, and the conference was recognised as the highlight of Forum Umwelt & Entwicklung's 2018 programme.
“I am absolutely impressed by the outcome, this is really beautiful and elegant. My colleagues at the office are already very jealous about our conference design and are asking where they can order posters.”
— Elisabeth Staudt, Forum Umwelt & Entwicklung