H55 created a data-driven identity to promote to the rest of the world that Singapore would be hosting the ICSID and IFI World Design Congresses in 2009. Jointly named 'Design Difference', the applications consisted of an exhibition booth design which was made of lenticulars, printed materials as well as an interactive website which aimed to get as many people to register for the event as possible.
Taking into consideration that the idea of congresses deals with people who bring ideas to a common space, we created a visual identity which consists of 'thought bubbles': each defined by the demographics of the registrant on the website and generated by a customised source code done in collaboration with Kilo Studio. Each 'thought bubble' reveals its registrant's info when moused over, in hope that it will encourage others to add their own 'bubble' to 'affect' the visual identity. Each 'thought bubble' gravitates either towards the dot of the letter 'I' above 'IFI' or 'ICSID', depending on which event its registrant signed up for, before it fades away and joins the loop again.