in october 2017 the annual adobe MAX creativity conference took place in las vegas. german communication designer thomas wirtz created the identity of the event based on his master thesis ‘BTW’ — a modular system consisting of two components: a typeface, produced by 3D printing, and a variety of physical processes associated with the letters.

sublimating dry ice



wirtz developed six different analog effects which present MAX’s logo in different overall impressions. in four shooting days, a crew from adobe captured the experiments in the designer’s studio in düsseldorf.

MAX logo with lotus effect



also — using the ‘BTW’ font — wirtz designed a pattern of several word combinations. his design was transferred into various applications for the conference, like banners, videos, shirts and many more. 

reaction with sodium

different frequencies of sound waves

milk, oil, ink and soap

detail: pattern of words, entrance gate

entrance gate to MAX, Venetian Hotel, Las Vegas

logo video in the resting area

information point

entrance hall

conference opening

logo installation, after-show party

project info:


concept & design: thomas wirtz
technical support & music: frédéric wiegand
creative director, adobe: kashka pregowska-czerw
director of photography, emotion studios: dave driver
senior creative director, video, adobe: dan cowles
commissioned by: adobe for adobe max


designboom has received this project from our ‘DIY submissions‘ feature, where we welcome our readers to submit their own work for publication. see more project submissions from our readers here.


edited by: maria erman | designboom

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