Microsoft: En Bloom — Cam Throgmorton

Cameron
Throgmorton

He / Him / His
Graphic Designer

z
Graphic Design
Illustration
Photography
About

Microsoft: En Bloom Identity system and event design

En Bloom unfolds in a secluded villa in the hills, an intimate evening bringing together creators for a seated dinner hosted by Microsoft CMO Yusuf Mehdi. The space is reimagined as a lush, botanical sanctuary, shedding the sterile tropes of tech in favor of something immersive, sensorial, and deeply human designed for regeneration as much as celebration, where creativity is not performed, but replenished.

Microsoft Gardens

The main Microsoft event at Cannes, Microsoft Gardens, already had an established look and feel. Our team was brought in to expand upon this and create a bespoke, luxury dinner event for high-profile creators.

Moodboards

I worked with my creative partner to concept and visualize all aspects of how the event would look. We concepted elements that activate every sense, delightful elements of whimsy, and of course the botanical elemets. We wanted to create an environment condusive with conversation, where guest could bloom into social butterflies.

Design System

When approaching the graphic system for the event, I created a series of floral-like tile graphics that could be used to create a symbol that pays homage to the Windows logo. I used a combination of a handwritten typeface with structured monospaced typeface to create a unique contrast that speaks to both the natural theme of the event as well as the technological history of Microsoft.

Invitation

One of the first deliverables was the invitiation that would be sent to creators at the Cannes events. For this I explored different variations in order to hone in on what the overall event design would look like.

I continued exploration with the menu design and considered not only the design of the menu itself, but also the plating set up and how that would integrate into the events of the evening.

Gifts

We also created different conepts for take-home gifts for the creators who attended. We made sure to pick items that aligned with the theme of the event such as natural paper planners or plant scented fragrences. I created simple packaging systems for each that would allow us to apply the event branding without the need for fully custom packaging.

Event

The final event ended up with some changes to our original concepts due to budgetary limitations, however, we still achieved a luxury event that brought together a wide range of creative individuals that resulted in a total of 136 shared posts, reaching 130M+ individuals and 2.9B+ media impressions.

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