MAPIC

How do you build a system that holds together across twelve content streams? MAPIC is a retail real estate show held every year in Cannes. For 2024 the social camiagn ran across several content streams and several months of high-volume posting. The challenge was keeping coherence without things feeling inconsistent or worn out. The solution was twelve mini-identities sitting underneath the parent identity, each stream with its own palette and shape language, all drawing from the same source. The colours are combined differently each time, giving enough consistency to hold the system together and enough variation for each stream to feel distinct. Building it alongside the social team made sure it stayed easy to use at pace, rather than just looking good in a guidelines doc.