Mobile World Congress 2018

Mobile World Congress (MWC) is the world’s largest mobile industry event hosted in three major cities around the world: Barcelona, Shanghai and Los Angeles. The Barcelona event includes an exhibition on a grand scale, an award-winning conference, outstanding networking opportunities, partner programmes, the Glomo Awards, an arena for start-ups to showcase their inventions, a youth in mobile programme (YoMo) and more. For the past three years we have proudly branded this auspicious and hugely successful event. We created the show's brand, designed all sorts of collateral and signage, built the website, mapped out the UX, collaborated on the mobile app and so much more.

We designed the brand...

For the 2018 event brand we chose to focus on mobile industry's efforts to achieve the United Nations Sustainable Development Goals. The SDGs aim to end poverty, halt climate change and fight injustice and inequality by 2030. We worked with fabulous Barcelona based Mingarro brothers aka Brosmind, to create seventeen characters to illustrate the unique role mobile is playing in supporting the SDGs. Each character creates a visual representation of the mobile industry impact in supporting the goals.

The MWC18 show tagline is 'Creating a Better Future', a bold and optimistic theme that called for punchy creative which could stand alone or alongside the Brosmind characters to form a cohesive brand. The finished brand is incredibly rich and given the demands of a show of this scale, it transitions elegantly across a wide variety of media types. Tenacity Works created large scale interactive 3d models, skyscraper projections, screen content for FC Barcelona games at the Camp Nou, massive street signage and interactive content. The MWC18 brand will completely blanket Barcelona in early 2018!


And the show's website...

For 2018, we built a completely new adaptive web framework allowing for elastic optimisation across all screen sizes. The page layouts have been built using proportional values as a measuring unit for blocks of content including: text, images, videos etc. allowing the web page to stretch and contract relative to the user's screen size. Additionally, given our experience of the constantly evolving requirements for an event website of this scale, we added an all new content management layer on top of WordPress which allowed the GSMA team to easily add custom modules to cover any functional requirement.

And of course, this being Mobile World Congress, we doubled down on designing the optimum mobile experience for pre, during and post show user cases.