Creative Week

A generative identity & branded API for a New York City design festival gathering creatives to celebrate the global creative community

brand identity
custom api

Creative Week by The One Club for Creativity is a week-long, city-wide creative festival bringing together the global creative community to celebrate the best in advertising and design in New York City. The visual identity would, above all, capture the notion of celebrating the gathering of diverse creative voices.

The visual identity focuses on the theme of gathering and diversity. Always in motion, just like the creative industries, the logo features generative letters of all colors that are perpetually coming in to form the words “Creative Week”.

Logo Suite & System

A suite of three kinetic logos—horizontal, lockup, and acronym—allow the creative team to apply the mark broadly.

Graphics Generator

A generator was developed for the One Club creative team to create a wide range of applications for the event. Users can type in anything, choose from a selection of six “favorite” presets, or play with the nobs directly to create the perfect custom graphic, either static or in motion.

Selected Generator Outputs

Promotional Material

City-wide Campaign

To publicize the event, city-wide printed and digital graphics demonstrate the range of the system.

Festival Graphics

As a kinetic and generative identity, the application of the system to a range of branded moments throughout the event was key to creating a successful output. The graphics can be seen across branded coffee cups, lobby signage, a suite of instagram stickers, merchandise and a take-home sticker sheet where event-goers can create their own Creative Week “C” compositions by stacking the semi-transparent stickers.

Website & API

Cotton write a custom API for the One Club team to utilize on header typography on web experiences. To activate it, the developers simply add the word "generative" to any html element, and voila! It turns into a branded generative Creative Week header.

Creative Director
Talia Cotton

Case Study, Motion & Design
Chris Kim

Generator & Design
Noah Schwadron