Tech Week 2014 – a window into the world of technology
27th April – 3rd May
The Irish Computer Society approached Catalysto seeking a creative partner for their project; the inaugural Tech Week.
There are two primary issues driving the need for Tech Week:
• there will be a shortage of up to 45,000 I.T. professionals in Ireland by 2018, and,
• while there are Science, Engineering, and Maths weeks, there was no comparable celebration of Tech Week.
Ordinarily visual identities are about control. The world’s most successful brands are controlled and precisely implemented – Apple, Nike, Porsche are brands that control the use of their visual identities and, as a result, have strong, powerful, effective and valuable brands. But there is a growing realization that rigorous control of a visual identity can lead to stagnation and that particular audiences respond better to the stimulation created by change. But even dynamic brands are built on rules.
With Tech Week, one challenge was that the visual identity would be placed in the hands of organisers and participants. School-children with neither the equipment or the expertise would be invited to take the visual identity, use it, changing it, and in old-fashioned terms, breaking it.
So Catalysto did something different and we believe, a world first. We have developed a brand, from scratch, to be ‘open-source’ and ‘hackable’. We created the TECH_WEEK window. This is a digital and real world visual device through which it is possible to see into the world of technology. Its a dynamic visual identity that allows Tech Week to be consistently presented but in an entirely flexible and user-driven way … and always focused on Technology.
Catalysto’s Tech Week visual identity operates on many levels and meets the requirements of the wide range of stakeholders. It encapsulates and reinforces the values of Tech Week – participation, creativity, excitement, innovation, the Student being central to the future of Technology in Ireland, etc.