TONIC
Conference Brand + Platform: Identity System, Environmental, Digital, Social, Merchandise, App, Responsive Web, Blockchain
The TONIC Conference was created to bring transparency and clarity to the ethical implications of ever-evolving medical technology. Instead of courting the staid, badge-and-lanyard medical-conference crowd, TONIC targets a younger audience of truth-seekers who want real control of their health and wellness.
The identity draws its geometry from cells and DNA base pairs and its color from operating-room scrubs, that unmistakable surgical teal. Even the name works a double shift, nodding to the remedies of medicine’s past while the brand pushes at its future.
What follows is the entire system, built to carry the event at the Toronto Event Centre end to end: flags, environmental and lounge design, accessible brand applications, banners, every social channel, email, out-of-home, transit and shuttle wraps, wearables and merchandise, a Google Cardboard VR piece, the responsive site and the mobile app. One grammar, holding its shape at every size from a tote bag to a billboard.
TONIC also reaches past the event itself. At its core is a blockchain-based platform for patient records and history, putting people in control of their own health data with security that would make HIPAA itself proud, paired with a stablecoin rewards program that pays participants back for healthy engagement. Not just a conference brand: a platform to innovate in the health and wellness space.
Brand flag: the TONIC wordmark on surgical teal, letterforms scattered like DNA base pairs.
Toronto Event Centre lounge: Discover TONIC kiosks, a swipe-to-control venue map and white seating under the chandelier.
Identity system: letterhead, envelope, badge, wristband, cards and a framed 11.21.2017 poster, one teal grammar.
Banner ads: “The future is what we make it.” and “Knowledge is power.” across square and leaderboard sizes.
Instagram profile and posts: “Innovation doesn’t come with a conscience.” among teal tiles for tonictheconference.
Facebook profiles and posts: keynote speaker Ai-Jen Poo and the 11.21.2017 date across iOS, Android and desktop.
Email campaign: a countdown to the conference, keynote speaker Ai-Jen Poo, and a live #TonicEthx Twitter feed.
LinkedIn and Google Plus profiles: TONIC pages carrying the letter-pattern banner and conference updates.
Twitter profile: the TonicEthx account with letter-pattern header and a pinned conference tweet.
Out-of-home billboard: “TONIC ethical tech in medicine 11.21.17” in tone-on-tone type on a building face.
Highway billboard: “Knowledge is power.” beside the TONIC mark, tonictheconference.com and the date.
Street kiosk poster: TONIC, ethical tech in medicine, 11.21.2017, Toronto, ON, Canada, at street level.
Shuttle wrap: the TONIC wordmark oversized across the van in teal and white.
Shuttle stop sign: TONIC shuttle bus service to the Toronto Event Centre, every half hour, 8:00am to 10pm.
Smartwatch notification: “Your shuttle will arrive in 5 minutes” with the shuttle loop icon.
Tonic tees: safe logo placement at the shoulder, tonal letter pattern, four colorways.
Longsleeve tees: TONIC down both sleeves, tonal letter pattern across the body.
Tonic YEEZY collab: a knit sneaker with TONIC across the side in conference teal.
Tonic totes: black, clear vinyl and teal bags with the wordmark and scattered letter pattern.
Tonic TONIC: a corked apothecary-style bottle of No. 1 filtered water with electrolytes, 350 ml.
Tonic CHRONIC: a 30 ml dropper bottle of CBD oil for chronic pain, inflammation and anxiety.
Google Cardboard VR viewer: the headset in brand teal with the scattered letter pattern.
Responsive site: the homepage hero with countdown, Register Now and Spread The Word, desktop and mobile.
Homepage frame: feature 01, The Conference, “opens eyes, heals wounds and sparks essential dialogue.”
Homepage frame: feature 02, The Keynote, Ai-Jen Poo on revamping long-term elder care with tech.
Homepage frame: feature 03, the e-patient movement, Hugo Campos challenging companies to liberate our DNA.
Homepage frame: feature 04, The Reality of VR, asking how much it helps and who it can hurt.
Homepage frame: feature 05, Rise of Machine Learning, better lives or just lower insurance costs.
Content page: the conference article opens on the TONIC stage and crowd in full teal light.
Content page: article body with a pull quote and framed portrait of keynote speaker Ai-Jen Poo.
Content page: the flag image beside a Topics Included icon row, robo surgery through machine learning.
Content page: an embedded Ai-Jen Poo video still, click image to play.
Content page: interactive data visualization of polled stats on ethics in medical technology.
Responsive archive: full-length desktop and mobile captures of the features and article layouts, side by side.
Mobile app: sign-up screen and home menu, from event schedule and speaker bios to shuttle requests.
App wayfinding: the Toronto Event Centre floorplan with lounges, washrooms and food stations mapped.
App wayfinding: the floorplan viewed with the phone held flat; raising the phone switches to AR.
App AR mode: the camera frames the room; “Ai-Jen Poo, Activist, Author” starts here in 15 minutes.
Mobile app: floating handsets pairing the home menu with the social sign-up screen.
Mobile screens: an isometric spread of article, video and menu layouts across nine handsets.
Venue wayfinding: an etched glass sign pointing to gender neutral washrooms and the bar and food station.
Digital wayfinding: a camera-topped gesture display idling on the TONIC wordmark.
Digital wayfinding: “To view floorplan, swipe hand in front of screen.”
Digital wayfinding: the scattered letter pattern as the display’s ambient screen.
Digital wayfinding: gesture-controlled floorplan with a pin dropped on the Center Lounge.
Digital wayfinding: swipe-to-control directory for gender neutral washrooms and the bar and food station.
Digital signage stat: 98 percent of participants believe we should have access to our own DNA information.
Digital signage stat: 85 percent believe the elderly should have access to VR therapy for palliative care.
Digital signage stat: 80 percent would 3D print their own personalized medications at home.
Tonic TRIAGE afterparty flyer: DJ lineup at the Toronto Event Centre, livestreamed on Twitch, free entry.
TONIC Triage Spotify playlist: sponsored hip hop, drum and bass, house and wave/trap mixes, mobile and desktop.
TONIC Block & TONIC Coin: concept marks for the patient-records blockchain and its rewards currency. Flip the coin to see them made real, block by block.
TONIC is a complete conference brand designed by Husani Barnwell for an event on the ethics of medical technology: naming cues, identity system, environmental and wayfinding design, digital and social advertising, merchandise, a VR moment, a responsive site, a mobile app, and a blockchain platform for patient records with a stablecoin rewards program. A demonstration of one design system scaling from a live event to an ongoing health and wellness platform.