MAPIC

A social content system for MAPIC 2024, a retail real estate show held annually in Cannes. The challenge was keeping coherence across twelve content streams and months of high-volume posting 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. Working closely with the social team kept the system both coherent and practical, built to move quickly, not just look good.