Einstein100
An identity and communication system designed to support a fast-moving cultural and scientific programme across venues, formats and channels.
Context
Einstein100 was a cultural and scientific programme marking the centenary of Albert Einstein’s visit to Argentina. It brought together talks, activities and gatherings at multiple venues, with contributors from science, public engagement and culture. The challenge was to communicate an ongoing, diverse schedule rather than a single event, keeping everything clear, recognisable and visually consistent.
Our response
We developed a production toolkit with a stable grid, typographic hierarchies and interchangeable modules. It allowed the team to prepare announcements, programmes and signage quickly, even as subjects, speakers, venues and channels changed.
A system for a fast-moving programme
Frequency drove the complexity: almost one event a day, with different subjects, venues, formats and audiences. The system needed to organise key information, distinguish activities and make production efficient. A visual toolkit brought together the programme’s mark, palette, typography, editorial grid and modular components, allowing variation within a clearly recognisable framework.
Master layouts and multichannel communications
Master layouts were adapted for each channel: feeds, stories, banners, programmes, information sheets and signage. A shared structure prioritised title, date, venue, speakers and category, accommodating very different subjects without treating every piece as a separate design.
Brand extensions and the closing event
The identity extended to merchandise and other circulating materials, building recognition and a sense of belonging beyond individual events. For the closing event at La Trastienda, we deliberately stepped away from the everyday system to give it a more theatrical, celebratory presence. Enough visual cues remained to make it unmistakably part of Einstein100.
The outcome
With nearly an event a day, the grid and components became a working tool as much as an identity. The team could handle changes, produce variations and give the closing event a distinctive presence while maintaining continuity across activities, venues and channels.
