NVIDIA’s GPU Technology Conference (GTC) is a global conference series that revolves around today’s graphics and computing world. For the design direction of GTC 2018, NVIDIA sought to portray themselves as an innovative, bold, and unique company. This gem-like design plays with space, light, and perspective—perfectly depicting NVIDIA’s innovation, and the futurism of the graphics showcased at GTC. We adapted this motif to fit all kinds of signage and collateral from tickets to directional signage, to hotel keycards. Ensuring that the branding was equally represented throughout the show was our goal.