2015 Schedule
Interactive: March 13–17  •  Film: March 13–21  •  Music: March 17–22

New Earth: A Brand for the Year 2079

Tuesday, March 17
11:00AM - 12:00PM

Hyatt Regency Austin
Zilker Ballroom 2
208 Barton Springs Rd

Our presentation is based on a design fiction experiment that explores the edges of branding, synthetic biology and personal identity in the wake of an environmental catastrophe. We have created a world where temperatures are sub-zero, transportation is difficult and survival is every day's adventure. For this world, brands have consolidated and evolved to offer a full identity, a sense of belonging to a tribe, all of this through products and services geared towards survival, and also entertainment. This new brand we designed not only has a full identity (name, logo, marketing channels, supply chain, services,...) but it is also a flexible maker platform in which everyone can design and grow his own clothes, devices and objects. It is a "tribe" that offers survival & excitement in an era where implantable chips, synthetic biology and virtual reality are common across all aspects of life.


#sxsw #2079brand


Nick Dupey

Sr design lead


Nick is currently a Senior Design Lead at IDEO Boston where he focuses on storytelling, brand, innovation design and graphic design. Nick studied design and painting the University of Tennessee and...

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Rodrigo Martinez

Life Sciences Chief Strategist


Rodrigo Martinez is passionate about the crossroads of design + biology at all scales. As Life Sciences Chief Strategist at IDEO he tackles some of the most interesting challenges in service design...

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