Making Unreasonable, Unmissable.

To reach their consumers, marketers have to understand them.

That’s the idea behind our signature Unreasonable Event. Every year, we host a panel of experts to share their research on how consumers think. (Spoiler alert: it’s not purely rational.) As the annual event gained momentum, it needed an elevated visual identity to match. So in its third year, we reimagined the brand.

The new look is a vessel for a wide variety of subjects. Its versatile typefaces lend themselves to text-heavy visuals, while playful icons and bold colors add interest and energy to each speaker’s topic. The “U” acts as both a familiar icon and a framing device. It all works together to create a look that’s smart but approachable. In-depth but digestible. Educational but fun. Kinda like the Unreasonable Event itself.