(01) Project Definition
UPGRADE is an ITCORNER congress for owners and leaders of technology companies. The first edition took place in Wrocław in 2023, and we designed the identity as a system that could evolve across subsequent editions of the event.
(02) Big Idea
In technology, an upgrade means an update that brings a higher level of capability and readiness. In a world of rapid technological, business and social change, moving forward requires observing the environment, recognising directions of change and adapting strategy to new conditions.
(03) Visual Mechanism
We derived the main visual motif from isobars familiar from weather maps. Their configurations show movement and changing conditions. In the identity, they became an image of a market that cannot be stopped, but can be observed and interpreted in order to prepare for what comes next. The technology industry congress logo has a fixed structure and one element updated for each edition.
(04) Activation
We designed and developed the identities for UPGRADE’23, UPGRADE’24 and UPGRADE’25. The system covered the key visual, social media communication, badges, event materials and brand animations with music shown on stage screens. The core identity remains consistent, while each edition receives its own variation of the system, tailored to its theme and visually coherent with the whole.
