The creators of The Shorty Awards and I hit the ground running in 2007, setting out to create an audacious new awards ceremony honoring excellence in social media. We were active members of the vibrant startup scene in DUMBO, and chose a venue (Galapagos Art Space) without having much more than a name—and three weeks until showtime.
Create a legitimate brand, event, and a commanding presence—overnight. And we had to pack the house.
The Shorty Awards prides itself on brevity. Twitter gives you 140 characters to make an update, and that set the tone for the whole thing: 140 character or less acceptance speeches, short waits for bespoke cocktails at the infamous after party, you get the idea.
I wanted the branding to reflect the audacity and humor of the event, and speak to the fun culture of Sawhorse Media, the company behind the event. The whale tail logo references the Twitter Fail Whale, designed by Yiying Lu — as well as the fact that the original Shorty Awards venue, Galapagos Art Space, featured beautiful reflecting pools, adding an aquatic and otherworldly atmosphere that helped elevate the event into something truly special.
We chose a bold typefaces and colors that reinforce the energy of the awards night. Teal was chosen as the central color—both to differentiate the brand, and speak to irreverent culture surrounding the event.
Now in its eight year, The Shorty Awards continues to evolve. At the moment, they are seeking a bigger venue for 2016's awards ceremony!
Aaron Taylor-Waldman: Art Direction, Design
Lee Semel: Product Design, Web Development
Adam Varga: Product Design, Web Development
Nicole Dominguez: Product Design, Front-End Development, Design
Nik Aliye: Design
Yiying Lu: Illustration