Creative Week

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.

Winner of the ADC cube holding up trophy. Courtesy of The One Club for Creativity.. Copyright Cotton Design, Talia Cotton

A crowd celebrates an event at Creative Week. Courtesy of The One Club for Creativity.. Copyright Cotton Design, Talia Cotton

A speaker at a podium at The One Show. Courtesy of The One Club for Creativity.. Copyright Cotton Design, Talia Cotton

A crowd celebrates an event at Creative Week, dim blue lighting, photo taken from stage. Courtesy of The One Club for Creativity.. Copyright Cotton Design, Talia Cotton

Many colorful letter "C"s spread out but gathered toward the center of the image.. Copyright Cotton Design, Talia Cotton

Logo Suite & System

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

On colorful backgrounds, the special text effect reads in black and white.

Design system for Creative Week including supporting typography, buttons, secondary links, arrow icons, and inline links.. Copyright Cotton Design, Talia Cotton

Layout rules for the creative week identity. One, two, or four column layout, and top left corner prioritized.. Copyright Cotton Design, Talia Cotton

Color palette for creative week, consisting of 18 different colors.. Copyright Cotton Design, Talia Cotton

An expanded palette of 18 colors, each representing an attendee, comes together to allude to the diversity of their backgrounds and perspectives.

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

New York Times full page ad with colorful text that reads "Creative Week brings together the global creative community to celebrate the best in advertising and design with awards ceremonies, workshops, and more.". Copyright Cotton Design, Talia Cotton

City-Wide Campaign

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

Billboard in New York City that reads "Creative Week May 13–17 New York City". Copyright Cotton Design, Talia Cotton

Digital ad on the One Club website that reads "Creative Week" in colorful type. Copyright Cotton Design, Talia Cotton

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.

Tote with colorful Cs spread across it. Copyright Cotton Design, Talia Cotton

A lobby sign that says "Floor 6 for Creative Week". Copyright Cotton Design, Talia Cotton

Coffee cups that say "Wake Up!" in colorful text.. Copyright Cotton Design, Talia Cotton

colorful button with multiple C's layered. Copyright Cotton Design, Talia Cotton

Lanyard with "Francisco De Deus" in colorful text on a white background.. Copyright Cotton Design, Talia Cotton

For the festival, Cotton created a set of Instagram Stickers that attendees used on their stories.

Creative Week image. Copyright Cotton Design, Talia Cotton

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.