Canada’s largest design conference, DesignThinkers, brought twice as many speakers for its 2017 event as the previous year. Tasked with creating an identity that would showcase infinite perspectives in a unified way, creative agency Rethink took an iconic eye shape and created endless executions, changing the pupil each time.
“We chose this direction because it was deceptively simple and wildly ambitious at the same time. Plus, who doesn’t love eyeballs?” laughs CD of design Hans Thiessen. “My favourite part of project was when the whole Rethink design crew banded together and designed over 2,000 unique iterations of the eyeball logos. It was a huge undertaking for four people, but that hard work is what brought the identity to life.”