A groundbreaking visual identity for Glasgow's International Assembly 2025 creative conference has designers questioning what 'functional' typography really means. The collaborative project between NAM (Nam Huynh and Mark Bohle) and Warriors Studio features massive, barely readable stone letterforms that look like ancient ruins, complete with cratered surfaces and eroded edges that push the boundaries of conventional design.
The identity's central element consists of sculptural stone typography that deliberately sacrifices traditional readability for visual impact. These weathered, pockmarked letterforms appear to dissolve into abstract sculptural forms, challenging viewers to look twice at what they're seeing. The letters are paired with clean subtitles in Neue Haas Grotesk positioned underneath, creating a striking contrast between the textured headlines and crisp, legible supporting text.
The design team's approach reflects a deeper philosophy about functionality in creative contexts. Rather than following conventional design rules about readability and minimalism, NAM and Warriors Studio recognized that for a design festival audience, creating something unfamiliar and boundary-pushing actually serves as more effective 'functional' design than playing it safe. When the primary function is to excite and intrigue creative professionals, questioning conventions becomes more successful than following them.
The stone typography creation process involved sophisticated digital craftsmanship rather than simple texture application. NAM began by laying out typography in 2D format, then extruded the designs into 3D meshes before importing everything into virtual reality. Using a virtual ice-cream scoop tool, they hand-carved each letter individually, resulting in irregular surfaces and carefully crafted light-catching sections that demonstrate the handmade quality achieved through digital means.
The subtitle system transforms what could have been merely an experimental design into a fully functional identity. The clean lines of Neue Haas Grotesk create productive tension with the heavily textured stone headlines, propelling the entire design forward. This contrast between opacity and clarity mirrors the current state of design, where professionals constantly negotiate between pushing boundaries and maintaining functionality, between experimentation and clarity.
Additional typographic elements include FK Raster by Florian Karsten, which the designers describe as adding 'some crunchy popcorn taste' alongside the heavy stone and clean Grotesk. This third typeface prevents the system from feeling too binary while maintaining the overall aesthetic tension. The cinematic reference is intentional, as film subtitles create exactly this kind of productive tension between experimentation and functionality.
The visual system extends beyond typography to include abstract symbols that add conceptual depth. A globe represents the festival's international scope, while coordinate systems symbolize design's place in society. Even the page numbers in the International Poster Book participate in the design narrative, marching from corner to corner across 260 pages while expanding and contracting like breathing creatures. Everything sits against rich black backgrounds, creating anticipation and the magical feeling of waiting for something special to begin in a darkened cinema.
The successful collaboration between NAM and Warriors Studio stems from their shared history and deep understanding of the festival. They have exhibited together, run workshops together, and traveled together for years. NAM has been attending the festival regularly, absorbing its atmosphere and energy. Warriors Studio describes NAM as bringing out 'the energy and vibe of the festival better than we ever could,' resulting in an authentic capture of the event's essence.
The project offers important lessons for designers about context-dependent functionality. While barely readable typography isn't appropriate everywhere, thinking harder about what design actually needs to accomplish can lead to more effective solutions. When design needs to excite and intrigue rather than simply inform, and when speaking to audiences who value being challenged, bold textured treatments may actually represent the most functional choice available.
The identity successfully balances critique with communication effectiveness. Information remains completely accessible through the subtitle system, while the stone typography creates memorable impact. The collaboration demonstrates that critique and function can coexist, that boundaries can be pushed while maintaining clear communication, and most importantly, that 'functional' design isn't one universal thing but rather whatever successfully achieves the actual intended goal.
International Assembly 2025 will take place November 6-21 in Glasgow, with the main conference occurring on one day at the Royal Concert Hall. Doors open at 8 AM, with talks running from 9:30 AM to 6 PM. Organizers will not provide recordings of the sessions, emphasizing the identity's emphasis on experience and full attention. Given the project's focus on questioning conventions and demanding engagement, this approach feels entirely appropriate for an event designed to challenge creative professionals.
