OFF,' a groundbreaking, multidisciplinary conference organized by Infopresse, brings together some of the best and brightest speakers and visionaries of the 21st century in the fields of business, architecture, design and human sciences. 'OFF' focuses on sharing ideas that will lead to real change based on creativity, innovation and leadership in business. The brief was to distinguish the first edition of the event by generating a lot of buzz and attracting a new generation of visionary business leaders on the lookout for innovative content. The challenge was to design a brand platform that had as much impact as the conference content. We were inspired by the line: 'Mettez-vous à OFF, on vous met à ON' (Switch to OFF, we'll switch you ON), with energy, light and connections as major thematic elements. We applied the visual language of powerbars and electrical connections in a variety of ways throughout the space. In addition, we created animated, personalized, typographic introductions to reinforce the idea that the impressive line-up of speakers were there to spark people's imaginations and fuel their creativity. Throughout the day, artists working with 'tape art' gradually filled the space, fully immersing participants in the experience.