Branding an annual conference for the world's largest multi-disciplinary science trade association, The American Association for the Advancement of Science (AAAS).
The challenge
Each year, we partner with AAAS to create an identity for their annual conference, which gathers leading scientists, policymakers, educators, and journalists to discuss the most innovative developments in science, technology, and policy. The 2025 theme is “Science Shaping Tomorrow,” envisioning science-informed policies that ensure a healthy, prosperous, and equitable future. The organization wanted to emphasize a sense of partnership between science and policy, as there has been a lack of trust between the two historically.
Our solution
We needed to create a design system that expressed an optimism, while also conveying a groundedness that reflects the gravitas of science and policy.
Unlike previous years, when we used a variety of colors, we limited the palette to navy, blue, yellow, and green to signal a quality of seriousness.
Animation brought the theme of collaboration to life by connecting contrasting hues and line art to create something new together.
Deliverables:
Logo
Design system
Art direction
Signage
Motion
Digital ads
Print ads
Social media assets
Presentation decks
“Every year, Intersect creates a new beautiful brand for our annual meeting that everyone loves. It always captures the year’s theme really well. Our CEO is especially happy with how AM 2025 came to life.”
TATEV SARGSYAN
Marketing and Communications Lead, AAAS