SYNAPSE
Project undertaken at Lopez Design
BRANDING FOR A FUTURE FORWARD CONFERENCE
A conference about human ingenuity
Synapse is intended to be a conclave that explores the confluence of science, technology and society. The branding looks to translate into a visual language this exchange of ideas, the discourse that follows, and the blurred edges of how technology integrates into society.
Duration 9 months (June'23—Feb'24)
Role Graphic Designer
Client Lucid Lines Productions
The scope of the project includes visual identity design along with a set of brand guidelines. The collaterals extend into space design for the event, webpage design, as well as communication collaterals across various mediums—both digital and print.
As part of my final year thesis project, I worked on a branding exercise at Lopez Design—one of India's leading design firms. I designed the identity, branding, imagery and website for Synapse, a conference that explores human interfaces with technology. This future forward confluence of speakers from diverse fields invited a dynamic exploration of the exciting exchange of ideas. The invitees are the heroes at this event, from a Wellness Guru to a Bollywood film actor, politicians and scientists. From the branding to the imagery, everything was designed in-house for a unique rendition of the upcoming conference. Images were specially created using AI generative technology, bringing clear context to the entire visualization.
The logo unit consists of two dashes that frame the word ’synapse’. These are representative of the biological synapses—the points of contact between neurons where information is passed from one neuron to the next.
Within, the logo has a negative counter—a dynamic element—that takes on various forms that depict nature and technology alternatingly. The mnemonic A becomes an independent logo unit and can be used separately.
The ask was layered. Synapse must be reflect the space between art and science, a balanced approach between the known and unknown. The brand language was to be rooted in art styles and treatments of the greats, yet have a sense of futuristic imagery and elements to reflect the future forward nature of the conference.
As part of its ambition to place science & tech centre square in people’s lives, Synapse has three key intentions: one is to celebrate cutting edge inventions & examine the opportunities they present. The other is to debate their ethics, impacts, implications. And third is to present a wide swathe of topics so we realise how deeply science & tech is the new “hand of god” in our lives, reshaping everything.
As science & tech accentuate the concentration of power, it’s crucial to discuss how this power is wielded, the regulatory and value structures around them, and how they will impact sustainability in every dimen- sion: ecological, political, emotional, psychological and economic.
The strategy hinged on exploring the concept of “synapse,” the space between neurons facilitating transmission.
This idea was to be deftly woven into the brand’s identity system, embodying a narrative aligned with its core values. By drawing inspiration from the dynamic interplay and interconnectedness inherent in synaptic connections, the brand would visually articulates a story. Through meticulous design elements and symbolism, the identity system would transcend mere aesthetics, conveying a deeper narrative about connectivity, transmission, and their profound impact.
This strategic fusion of linguistic meaning and visual representation would not only encapsulates the essence of “synapse” but also cultivates a meaningful connection with the audience, going beyond the surface to resonate with the brand’s underlying principles.
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