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Poster as Lens — Warby Parker at Interbrand

Posted by: Forest Young, Matt van Leeuwen & Joseph Han on November 08, 2013

What happens when you cross glasses with posters? This and other similarly playful combinatory exercises embody the studio's ad hoc approach to using the form and function of the poster as a living and breathing canvas for experimentation. The posters for Interbrand's World Changing Speakers Series, in particular, are exemplars of this point.

Interbrand New York launched the World Changing Speakers Series in 2011, hosting industry leaders to speak at our office about their work, which provided the appropriate context to use the medium of the poster to announce each lecture. Each year the series upheld a thematic thread.

Year One — Sustainability. The designers produced six different award-winning posters on a single sheet of paper, thus reducing the materials 17 percent.

Year One

Year Two — Viral. The designers created digital GIF-based posters that could be sent via SMS with an animated presence.

Year Two

Year Three — Storytelling. Time-based posters were created using emerging platforms like Vine and Instagram to create more narrative forms of announcing the lectures, using the form factor of the poster as the organizing principle.

For Director of Online Experience at Warby Parker Tim Riley's upcoming talk we built a novel device — a video-poster lens.

Step One

Step Two

Step Three

The poster ties in the purpose-driven nature of the Warby Parker brand — that glasses purchased by one results in glasses donated to another in need. The outlook is accessible, whimsical, and street-level.

Schematic

Forest Young is Creative Director, Matt van Leeuwen is Senior Designer and Joseph Han is Designer at Interbrand New York. Special thanks and image credits to Michael Waltzer, Designer for Global Communications and Marketing.




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