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
logo installation, after-show party
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
edited by: maria erman | designboom
typography design (122 articles)
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