AIGA invited us to develop animated title sequences and motion graphics for “Make/Think,” the 2009 AIGA Design Conference. The challenge was to elevate and animate the conference’s theme—the designer as creator and strategist—through a series of slides and sequences. AIGA asked us to use two pre-established design elements: the “Make/Think” logotype (in distressed typography) and the “Make/Think” identity (a series of silhouette images of designers). We filmed our process of making the title sequence, in turn revealing our methods of production and thinking. Using the design elements as a departure point, we created various typographic forms of the words MAKEand THINK from analog materials (ink, paper, thread, etc.). We made sure that the word MAKE was always animating in a constructive manner while the word THINK was deconstructing—metaphoric representations of their meanings. With typography as the central character, we then shot silhouettes of ourselves and injected our figures into the narrative as supporting characters. More than 50 slides and sequences were projected on two main-stage screens during the three-day conference.

With typography and bold forms, “Make/Think” identity slides and sequences deconstruct and add hidden meanings to the logotype and whimsical live-action elements. Each execution successfully reflects the essence of the conference.