Marketing today is often little more than the equivalent of shouting on a street corner.
When you shout, people tune you out. In a culture saturated with messages screamed from every direction, using superlatives such as “best,” “number one,” “superior,” “leading,” “favorite,” “more,” “great,” and so on, it’s no wonder people have evolved highly sensitive and effective BS indicators. That's why we've taken to whispering.
If you're new to 01SJ then you'll probably shrug this posting off. But if you're a repeat Festival fan, then you'll have noticed that our visual brand has changed radically from the inaugural Festival's look-and-feel. The pigeon was laid to rest and a cutting-edge, digerati style embraced. For that we have artist, Shona Kitchen, and leading San Jose-based branding agency, Liquid, to thank.
Shona created the core visual graphic of a hip and techno-centric city, San Jose, the host site of the Festival. As reflected in her design, 01SJ and San Jose share a vibrant synchronicity that reflects innovation, creativity, technology, and a sense of dynamism. Liquid added intensity to her design by infusing color, adjusting scale and adding the human factor evoking a Minority Report feeling. It's subtle yet clever. Understated yet distinctive.
As we head into the last few weeks of preparation for the Festival, you'll begin to see more of their combined creativity sprinkled across the landscape of print and online mediums. We hope it will inspire you to experience art on the edge!