Atom & Eva
Atom and Eva, a new virtual reality performance art collective from Silicon Valley commissioned the design of their branding and sponsorship decks for “Truce”, a holographic opera about the battle between Artificial Intelligence and Biological Intelligence.
The Outcome
The Challenge
The pitch deck would be presented in less than two weeks. All aspects were purely conceptual so branding had to be fluid yet appeal to the investors and new collective with confidence.
The Role:
I developed all visual components of the pitch deck including logos and branding for three companies, graphic elements, typographic treatments, and photography.
This pitch deck was a success. Investors rallied together to move into the next stage of fund-raising with an event in Palo Alto.
Author, Daniel Pinchbeck, began writing the script while visionary artists and technologists began developing the AR for the project.
The funding goals were achieved!
The Process
Interview:
Producer and Opera Singer, Amanda Gregory commissioned me to develop the concept for Atom and Eva collective which included four sub-brands. The aesthetic would draw elements from Bjork, Android Jones, and other cutting edge artists. The goal was to tell the story of the battle between artificial and biological intelligence using digital art.
Defining the Specs:
The pitch deck included over 40 pages of infographics, industry stats, bios, and branded elements. The timeframe was less than two weeks.
Research:
With most design projects, I shamelessly resort to Pinterest before beginning the design phase. I developed a board filled with designs and illustrations that I felt embodied the spirit of the project. Gregory pulled from her favorites and I refined the art direction into a hand-full of key elements.
The Design Process:
I started with the overall branding for Atom and Eva to clearly establish the values and vision of the parent brand. Fortunately, I nailed this in the first round with the presentation of the women, tree, neuron connector design.
Then I moved into the development of the four logos: Atom and Eva, Truce, Temple of Awe, and Government of AI.
Each logo represented a different aspect of the Atom and Eva collective with Truce being the first stage-show. The Temple of Awe represented the performance troupe and training program for empowering women. The Government of AI represented the AR/VR collective who would integrate the tech with the biological synesthesia. Each logo design was presented in conjunction with the others.
As each logo was further refined to marry the collective, the typography and support graphics gained momentum.
Before long, we had the foundational elements for a powerful pitch deck and brand architecture.