The 3% Conference 2021: A Decade of Difference

The 10th annual 3% Conference in November 2021 was the first in-person event The 3% Movement had produced since the Covid-19 pandemic. After two years of isolation, the 3% community was able to safely gather again to continue working together to improve the equity ratio within the advertising and creative industries. Additionally, the 2021 3% Conference marked 10 years of change and difference-making within the industry that the organization had be a part of, making this year’s event even more of a hallmark moment. Thus, the theme of “A Decade of Difference” was born. To make it more special, this was the first hybrid event the 3% team had ever produced, which presented some creative challenges. The task at hand was to figure out how to authentically bring the event theme and 3% experience to both virtual and in-person audiences.

To kick things off, the theme of "A Decade of Difference" had to be unpacked. There were underlying themes of 1) using pivotal moments as inspiration for future change, and 2) co-creating the future in real-time from multiple vantage points and experiences. Factoring in all the significant and impactful work 3% had done over the 10 prior years, inspiration was found from prisms, (representing different spectrums deriving from one source); kaleidoscopes, (representing seeing multiple things at once); and abstract gradients (representing transitional movement). Overall, the visual identity is a bold and striking representation of the intersectionality of these elements, themes and sub-themes, while still feeling "3%." The pulse of this visual direction was seen across all IRL and digital experiential elements that brought the conference to life.

Role: art direction, creative direction, branding, creative strategy, and digital design.

“A DECADE OF DIFFERENCE” VISUAL IDENTITY

CONFERENCE KICKOFF VIDEO
Collaboratively produced by Adobe, this kickoff video was a visual summary of the 10 years of history, impact, and change, both around the 3% Conference and in the world. The abbreviated version below was shown at the beginning of each talk/session at the conference to help set the stage of looking back while looking forward. (The full video can be seen here). I provided design direction, creative direction, creative strategy, and content curation for this video. Other credits include:
Creative Partner: Adobe
Animators: Steve Ogden and Lanre Yusuf
Video Producer: Loren Micalizio

STAGE + LIGHTING DESIGN

ENVIRONMENTAL DESIGN + SIGNAGE

SOCIAL MEDIA: GENERAL PROMOTION
Copywriter: Adia Betts