My idea for SXSW was to play up the ‘nerdy is cool’ idea at the same time establishing the bazaarvoice plaid. Adding a branded pattern to the family of logos and typefaces at this early point after the rebrand felt like a good push for even more newness. Continually signaling newness is what keeps Victoria’s Secret PINK at the forefront of its industry and bazaarvoice is the same type of forerunner.
