Absolut wanted to establish an experiential platform that redefined their role as a supporter of the arts. Working in conjunction with Giant Step, Decon was tasked with defining the program’s anthem video, visual identity, and a 10-part artist profile series. With a client like Absolut, the program deserved a visual identity that was both rooted in the brand’s legacy and stepped in innovation. Our logo treatment, as well as the event series identity was given a hand-drawn fractal feel, inspired by the program’s collaborative and artistic spirit. Working in conjunction with Director Christopher Eades, we established an anthem piece living in an edgy and twisted 3D world at the intersection of Art, Cocktails, and Music. The entire experience found a home online through the program’s microsite designed, developed and managed by Decon, as well as through a 10-part artist profile series pairing unexpected talent with unexpected experiences. Absolut received an edgy and artistic refresh, propelling the iconic brand’s role as an active participant in the art world.