intro

From hype to impact. In spring 2024 Reaktor organised BLOOM, an event aiming to inspire, inform, and ignite AI's impact in business. The event, targeted at decision-makers, leaders, and digital pioneers, consisted of keynotes, deep dive sessions, and exchange of ideas and practical insights on all things AI.

Challenge

The challenge was to create a convincing visual identity for BLOOM that would express technological leadership, felt contemporary, and stood out from other tech events. The identity also needed to be scalable across different physical and digital implementations.

solution

The solution for the identity is based on AI-inspired and AI-powered visuals. This was accomplished by leaning on the idea of embracing "AI mistakes" that are bound to happen due to limitations of current AI tools. When the quirks of generative AI are combined with the constraints of graphic design, the result is a striking and cohesive visual identity.

The approach highlights the duality of technology and creativity, illustrating how AI can bring our imagination to life and offer endless possibilities beyond our own vision. The technical side of AI combined with human touch creates something modern, inspirational and welcoming.

PROCESS 1/2

The initial idea for the visuals were blooming flowers. The vision was evoked by the event's goal to inspire, inform and ignite (growing knowledge and network, blooming ideas, thriving individuals and businesses).

The elements for the visuals were produced with generative AI programs like Midjourney. The process included many prompts, building on AI mistakes and deviations to find something that felt just right. This approach resulted in futuristic and other-worldly images, with sci-fi alien flower creatures taking the main role.

Process 2/2

The flowers were then edited and adapted to be used as design assets. Finally, after exploring multiple visual paths, the visual identity came together, when the AI generated assets were combined with a bold typeface, vibrant gradient colour palette and geometric graphic elements to make the identity refined, cohesive and scalable.

The flowers were brought to life by adding subtle motion with the help of AI video generation tools like Runway.

EXecution

The whole look of the event came together when the visual identity was applied across multiple environments, such as info screens, various print materials, social media assets, streaming platform and presentation materials. The AI flowers influenced the decorations of the event space, the outfits of the hosts and flavours of smoothies catered at the event.

mirror screen

One of the attractions of the event was a mirror screen that covered one of the walls of the lobby. An animation of the AI generated flowers was played on loop for the duration of the event. The illusion of another dimension beyond the mirror immersed participants in the world of AI.