The 3% Conference: The Radically Inclusive Future of Work

The 9th annual 3% Conference in July 2020 was one for the books. Not only was it 3%'s first-ever all-virtual conference, taking place everywhere, but it also occurred 3 months earlier than originally planned. In the wake of the racial and social reckoning that was happening on a national and global level in the spring and early summer of 2020 and the rise of working from home becoming the new normal since COVID-19 lockdowns started happening in March 2020, the 3% team had to switch gears swiftly and strategically in order meet the marketing and advertising community where they were sooner than later. The original (in-person) conference date was October 2020, but those plans got moved up by 3 months, shortening the runway to produce such a unique event during such a unique time.

The theme had always been "The Radically Inclusive Future of Work," so that did not change. This theme focused on discussions, education, and training around co-creating anti-racist and inclusive work cultures and environments where everyone can thrive and have a seat at the table, no matter their background. The theme, plus the sense of urgency in producing this virtual conference, are what drove the design and programmatic visual concepts of action, movement, breaking through, transformation and awakening. All of the creative touchpoints of the conference reflected these core elements.

Role: art direction, creative direction, branding, creative strategy, and digital design.

“THE RADICALLY INCLUSIVE FUTURE OF WORK” VISUAL IDENTITY

CONFERENCE KICKOFF VIDEO
This kickoff video captured the theme and goals of the conference. It was created through a creative partnership with Adobe, and I provided creative direction, strategy and design elements from the “Future of Work” identity I created. Other credits include:
Production Company: Skycar
Creative Creative Director for Skycar: Jane Selle Morgan
Animation Director: Angela Yu
Creative Partner: Adobe

SOCIAL MEDIA
Copywriter: Becky Brinkerhoff

MICROSITE
Copywriter: Laurel Stark Akman

DIGITAL LOBBY
Conference attendees entered an immersive experience in the form of a digital lobby, powered by Hubb. Here, attendees could access digital content, set up Google Meet meetings with speakers and other attendees, check out the 3% swag store, view art galleries from Our Silent Partner, and engage in other virtual experiences.

DIGITAL SCREENS
Animator: Daniel Gillies

3% SWAG
Copywriter: Becky Brinkerhoff
We created 3%'s first-ever suite of branded swag items, including a Moleskine notebook, a tumbler, and t-shirts that captured themes of radical inclusion and anti-racism. The t-shirts are a label series where each t-shirt has a different statement, including “not your token,” “changing the ratio,” “pot stirrer,” “voice of dissent” and “whistle blower.”