An event branding project for Merz Aesthetics, a cosmetic pharmaceutical company headquartered in Frankfurt, Germany. Merz is part of an annual event for healthcare professionals aimed at fostering better awareness of the rejuvenating power of collagen. Our brief was to develop the pre-existing visual identity for the event into a new theme for 2023.
The primary challenge was creating a symbol to represent the event, which would then serve as the backbone of most event-related visuals and collaterals. The base concepts are simple - an hourglass and a DNA strand, representing mastery over time on a genetic level - but synergize to form a mesmerizing shape that carries more meaning than the sum of its parts.
In addition to the usual event collaterals, a table design was suggested as a way to bring the shape into reality. The perfect biaxial symmetry of the shape is lost during the process, which is probably fitting as a reminder that true beauty is best contained in images alone, and the stretchy elastic feel of the 2D version is sacrificed for a sturdier design; this could be used as an accent piece, a registration desk, or even a sculpture at the center of the main hall.
