If everyone can be a ‘difference maker,’ that’s a lot of different types of people to reach. To create the event brand design, we avoided photography of individuals and chose to use a variety of silhouettes to represent diversity. This technique provided more room for interpretation regarding ethnicity, gender identities, and disabilities, allowing the audience to see themselves as potential ‘difference makers.’ We created a core design element to represent that positive action can shine through. Another advantage of using silhouettes is that they act as windows to what’s on the inside versus focusing on outward appearance.
To establish the theme, we wrote and crafted an event opening video that explored what it means to be a ‘difference maker.’ The video leveraged scenes from various moments across Kaiser’s history and expanded on how we can each make a difference.
