Minds Over Tech Matters

Click here to view the full project: Synapse

Our branding for Synapse — a conclave curated for an exciting confluence of science, technology and society — took off from the meaning of the biological term ‘synapse’ — the point of contact between neurons where an information exchange takes place.

The future through an Indian lens

Through the branding—largely the imagery, we saw the importance of highlighting the unique positioning of this conference hosted in India. A rising leader in the world, India has a distinct voice of the Global South. A key actor in global debates and transformative change, our country is home to varied cultural perspectives. The imagery we created looks to integrate art, culture and the current state of the world with our best guess at what the future holds—painting a disjunctive yet fascinating landscape of vivid ideas.

A dynamic logo

The logo comprises two dashes that frame the word SYNAPSE, showing how all exchanges happen at this meeting point of the conference. We visualized the A of the Synapse in the logo as a space of dynamic intervention. This pyramidal shape reflects on a primordial evolution where very many types of exchanges take on different forms, be it nature or technology.

When devising the graphics we were conscious about creating striking visuals that are open ended enough to inspire conversations. The messaging is such that it asks rather than tells.

A dash to empathetic AI

This framework set the ground for incorporation of AI imagery, naturally. We wanted to be completely authentic to the cause of technology, and therefore, all imagery is generated using AI entirely. We stayed away from stereotypical color schemes, gradients and solid geometric shapes. Instead, we brought in a humanistic and warm feel, which celebrates the human side of technology, using sandy browns and deep olives with an accent of buttercup yellow. This graphic treatment intentionally set Synapse apart from other events in the tech space, giving it a prime spot with human-facing technology.

It was a roller coaster of an experience to be part of setting the stage for brilliant minds to come together and have the most urgent conversations of our time. The conference takes place on the 24th and 25th of February, 2024 and we cannot wait to watch it unfold!