The object you’re seeing here actually began its life, conceptually, as three separate objectives. SMART was getting ready for their week-long grand opening and needed a special one-off visual identity for the event, a way to simply and effectively display the enormous number of sessions and workshops that the opening consisted of, and a form that patrons could use to RSVP for any of the sessions.

The cost-effective final product is the definition of pragmatism, requiring only two colors and some minor perforation. But I still quite like it, particularly the inside grid of sessions, which distills an overwhelming amount of information into an easily understood arrangement.