For Apple ELS 2011, in collaboration with Relevent, who was responsible for the ELS roundup party, we designed the invitations, the printed program and a website where the visitor could find the full program and also mark what lectures or seminars they would like to attend, which was then sent in a form along with their personal information.

The printed program was designed to work both as a teaser for the program and as an actual aid to the visitors when attending the summit. The 26 page folded program includes, beside the actual program and info about the event, a custom London map with the lecture venues marked out along with the location of the Apple headquarters and the May Fair Hotel, which is hosting some of the seminars as well as serving as the residence for some of the visitors. Four pages (the backsides of the day overviews), were separated into four stripes (one for each day) with the London skyline, the main graphic element of Apple ELS 2011, moving from top to bottom to illustrate the impermanent state of the passing of time and its contrast to the fixed state of the skyline. Every other skyline has a striped sky illustrating the fact that it in London in January, according to statistics (BBC World Weather), rains every other day.
The pages of the program were perforated, so that the visitor would only need to bring the program for the current day along with them during each day of the summit. On the back of the program cards we designed a ruled blank page on which the attendees can take notes during lectures and seminars. The page also holds a space dedicated to web links.

The program was printed on sturdy (300gsm), uncoated Munken stock that would withstand the wear and tear during the four day long summit.

When designing the website we focused on creating a seamless experience for the visitor. We managed doing so by creating a logical structure and a solid navigation that would guide the visitor all the way from the first text to the final submission of the form. No Flash was used to make sure that everything would work just as well on an iPhone or an iPad. By using unobtrusive JavaScript we could get the interactive feel of an application, without losing any core functionality for users without JS. The submitted data was sent to a Google Spreadsheet from which Apple could send out specific responses, again using JS with Google’s API.

The header, with a slowly spinning London Eye and skylights fading in and out, was animated using JavaScript.

Visit the website: www.els2011.se

One colour offset print 21×29,7cm.