OPPORTUNITY
In 2019, I had the opportunity to lead the branding and experiential design for The Wall Street Journal’s second annual Future of Everything Festival. The event brought together some of the world’s top innovators and thought leaders to explore cutting-edge themes like Health & Humanity, Technology, and Culture. It was a chance to create a bold, cohesive brand identity that would inspire attendees and set the tone for the festival’s future.
Key art Orb representing the overall festival, created by Phillip Luck
CHALLENGE
The task was multi-layered: develop a visionary concept that resonated with the festival’s themes, win client approval, and ensure the branding worked seamlessly across every touchpoint—social, digital, print, out-of-home, and the physical event space. On top of that, I had to collaborate with a global team of artists and designers while navigating tight deadlines and rounds of client feedback.
SOLUTION
To meet the challenge, I leaned into creative storytelling. I pitched the concept Operating Manual for Spaceship Earth, inspired by Buckminster Fuller’s idea of interconnected planetary systems. Each festival theme became a vibrant, fantastical “planet,” brought to life through stunning Cinema 4D visuals created by a team of international artists I sourced and directed.
Moodboard from the pitch deck
Orbs in concept
Final orbs with their themes
I collaborated with Havas Events Worldwide to translate the branding into physical spaces, including stage design, while also overseeing its rollout across social media, digital campaigns, print materials, and out-of-home advertising. Every step of the way, I led my team with clear direction, creative vision, and a commitment to producing something extraordinary.
Stage design
RESULTS
The result was a cohesive and visually engaging brand experience that resonated with attendees and stakeholders alike. The branding not only captured the innovative spirit of the festival but also set a new benchmark for its success, establishing it as an annual event to watch.
Example of a speaker ad
Out of home including animated billboards in Times Square
Wildpostings
Animated orbs
Social ads
Early versions of the orbs show the creative evolution
Our manifesto
Additional art direction and design by Adriana Torres and Chris Richie.
Copy by Dave Zuckerman
Social animations by Laura Salaberry
Creative Direction by Ani Monteleone & Johnathan Swafford
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Orb artists:
Shamus Johnson
Filip Hodas
Phillip Luck
Peter Tarka