South by Southwest is a festival that was born in 1987 in Austin Texas, with the goal of bringing the world to see Austin’s music talent. The festival is a diverse, encompassing event that points the direction of the entertainment industry, a direction that is not closed but general and open. It is an event to discover the unexpected, to get inspired, to meet new ideas, to merge fields and to celebrate diversity.

In this ideation process, I gathered a group of keywords and then combined them trying to form sentences, such as “A gathering to encounter the future”, “Dynamic typography in the zone”, “Shared ideas in vibration”…

The most evocative was “A layered intersection of futures” and it is from this sentence, together with my research, that I developed the concept.

A layered intersection of futures:

In Austin, TX, the different events happening during SXSW tint the city with bright colors. When these colors overlap, growing from different parts of the city, great things happen. Artists, creatives, thinkers, and leaders see their voices amplified and elevate the SXWS attendees to a special place of inspiration, to “the zone”. There, music, cinema, and comedy show, together, to an eager audience willing to connect and to share, a thousand possible futures of which SXSW will always be part.