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firstrounduc
First Round
A one-day showcase of original presentations made to clients showing initial design explorations for logo, identity, and branding projects. By @ucllc
New York, May 8, 2026
—
Coming from Montreal, Canada, Ugo Varin LaChapelle @ugo.lachapelle and Léo Breton-Allaire @leoallaire from @caserne presented their work with long-standing client Le Musée des Beaux Arts de Montréal. They shared that within their team every project undergoes three phases: conception of two creative directions, design and development of the chosen concept, and production/delivery.
They see their territories and explorations as “creative hypotheses” while approaching typography as a central and foundational component of their work while building from a collection of assets to the full identity language; these are nicely packaged in the end with a full universe recap that includes assets and inspirational imagery in unison.
They also provided a warning of sorts: Having to work in French and English always doubles the work, but not the budget.
—
#firstroundNYC #2026 #branding #identity #conference newyork
Photos by @sofianegron
New York, May 8, 2026
—
Coming from Montreal, Canada, Ugo Varin LaChapelle @ugo.lachapelle and Léo Breton-Allaire @leoallaire from @caserne presented their work with long-standing client Le Musée des Beaux Arts de Montréal. They shared that within their team every project undergoes three phases: conception of two creative directions, design and development of the chosen concept, and production/delivery.
They see their territories and explorations as “creative hypotheses” while approaching typography as a central and foundational component of their work while building from a collection of assets to the full identity language; these are nicely packaged in the end with a full universe recap that includes assets and inspirational imagery in unison.
They also provided a warning of sorts: Having to work in French and English always doubles the work, but not the budget.
—
#firstroundNYC #2026 #branding #identity #conference newyork
Photos by @sofianegron
New York, May 8, 2026
—
Coming from Montreal, Canada, Ugo Varin LaChapelle @ugo.lachapelle and Léo Breton-Allaire @leoallaire from @caserne presented their work with long-standing client Le Musée des Beaux Arts de Montréal. They shared that within their team every project undergoes three phases: conception of two creative directions, design and development of the chosen concept, and production/delivery.
They see their territories and explorations as “creative hypotheses” while approaching typography as a central and foundational component of their work while building from a collection of assets to the full identity language; these are nicely packaged in the end with a full universe recap that includes assets and inspirational imagery in unison.
They also provided a warning of sorts: Having to work in French and English always doubles the work, but not the budget.
—
#firstroundNYC #2026 #branding #identity #conference newyork
Photos by @sofianegron
New York, May 8, 2026
—
Coming from Montreal, Canada, Ugo Varin LaChapelle @ugo.lachapelle and Léo Breton-Allaire @leoallaire from @caserne presented their work with long-standing client Le Musée des Beaux Arts de Montréal. They shared that within their team every project undergoes three phases: conception of two creative directions, design and development of the chosen concept, and production/delivery.
They see their territories and explorations as “creative hypotheses” while approaching typography as a central and foundational component of their work while building from a collection of assets to the full identity language; these are nicely packaged in the end with a full universe recap that includes assets and inspirational imagery in unison.
They also provided a warning of sorts: Having to work in French and English always doubles the work, but not the budget.
—
#firstroundNYC #2026 #branding #identity #conference newyork
Photos by @sofianegron
New York, May 8, 2026
—
Coming from Montreal, Canada, Ugo Varin LaChapelle @ugo.lachapelle and Léo Breton-Allaire @leoallaire from @caserne presented their work with long-standing client Le Musée des Beaux Arts de Montréal. They shared that within their team every project undergoes three phases: conception of two creative directions, design and development of the chosen concept, and production/delivery.
They see their territories and explorations as “creative hypotheses” while approaching typography as a central and foundational component of their work while building from a collection of assets to the full identity language; these are nicely packaged in the end with a full universe recap that includes assets and inspirational imagery in unison.
They also provided a warning of sorts: Having to work in French and English always doubles the work, but not the budget.
—
#firstroundNYC #2026 #branding #identity #conference newyork
Photos by @sofianegron
New York, May 8, 2026
—
Coming from Montreal, Canada, Ugo Varin LaChapelle @ugo.lachapelle and Léo Breton-Allaire @leoallaire from @caserne presented their work with long-standing client Le Musée des Beaux Arts de Montréal. They shared that within their team every project undergoes three phases: conception of two creative directions, design and development of the chosen concept, and production/delivery.
They see their territories and explorations as “creative hypotheses” while approaching typography as a central and foundational component of their work while building from a collection of assets to the full identity language; these are nicely packaged in the end with a full universe recap that includes assets and inspirational imagery in unison.
They also provided a warning of sorts: Having to work in French and English always doubles the work, but not the budget.
—
#firstroundNYC #2026 #branding #identity #conference newyork
Photos by @sofianegron
New York, May 8, 2026
—
Coming from Montreal, Canada, Ugo Varin LaChapelle @ugo.lachapelle and Léo Breton-Allaire @leoallaire from @caserne presented their work with long-standing client Le Musée des Beaux Arts de Montréal. They shared that within their team every project undergoes three phases: conception of two creative directions, design and development of the chosen concept, and production/delivery.
They see their territories and explorations as “creative hypotheses” while approaching typography as a central and foundational component of their work while building from a collection of assets to the full identity language; these are nicely packaged in the end with a full universe recap that includes assets and inspirational imagery in unison.
They also provided a warning of sorts: Having to work in French and English always doubles the work, but not the budget.
—
#firstroundNYC #2026 #branding #identity #conference newyork
Photos by @sofianegron
New York, May 8, 2026
—
Coming from Montreal, Canada, Ugo Varin LaChapelle @ugo.lachapelle and Léo Breton-Allaire @leoallaire from @caserne presented their work with long-standing client Le Musée des Beaux Arts de Montréal. They shared that within their team every project undergoes three phases: conception of two creative directions, design and development of the chosen concept, and production/delivery.
They see their territories and explorations as “creative hypotheses” while approaching typography as a central and foundational component of their work while building from a collection of assets to the full identity language; these are nicely packaged in the end with a full universe recap that includes assets and inspirational imagery in unison.
They also provided a warning of sorts: Having to work in French and English always doubles the work, but not the budget.
—
#firstroundNYC #2026 #branding #identity #conference newyork
Photos by @sofianegron
New York, May 8, 2026
—
With key words for the title treatment, Emily Oberman @emilyoberman from @pentagramdesign and her team got to work on the design for “ELVIS, A film by Baz Luhrmann”. After collecting a slew of references they presented 10 options that incorporated all the things at various levels — each option named because this particular client with whom they have worked before likes it when they do that. If there is one thing Emily has learned is that in Hollywood they love a thousand options… no way can you show up with just three, let alone a single solution. And not only that, but they show everything in-situ across many, many applications. In this case this included everything from movie posters to set chairs that were then bundled up into a visual summary of options. All in all, the project took seven rounds of revisions! Knowing that entertainment clients just want more, and more, and more whlist clouded in secrecy is good insider information to have.
—
#firstround #firstroundNYC #2026 #ucllc #branding identity conference newyork
Photos by @sofianegron
New York, May 8, 2026
—
With key words for the title treatment, Emily Oberman @emilyoberman from @pentagramdesign and her team got to work on the design for “ELVIS, A film by Baz Luhrmann”. After collecting a slew of references they presented 10 options that incorporated all the things at various levels — each option named because this particular client with whom they have worked before likes it when they do that. If there is one thing Emily has learned is that in Hollywood they love a thousand options… no way can you show up with just three, let alone a single solution. And not only that, but they show everything in-situ across many, many applications. In this case this included everything from movie posters to set chairs that were then bundled up into a visual summary of options. All in all, the project took seven rounds of revisions! Knowing that entertainment clients just want more, and more, and more whlist clouded in secrecy is good insider information to have.
—
#firstround #firstroundNYC #2026 #ucllc #branding identity conference newyork
Photos by @sofianegron
New York, May 8, 2026
—
With key words for the title treatment, Emily Oberman @emilyoberman from @pentagramdesign and her team got to work on the design for “ELVIS, A film by Baz Luhrmann”. After collecting a slew of references they presented 10 options that incorporated all the things at various levels — each option named because this particular client with whom they have worked before likes it when they do that. If there is one thing Emily has learned is that in Hollywood they love a thousand options… no way can you show up with just three, let alone a single solution. And not only that, but they show everything in-situ across many, many applications. In this case this included everything from movie posters to set chairs that were then bundled up into a visual summary of options. All in all, the project took seven rounds of revisions! Knowing that entertainment clients just want more, and more, and more whlist clouded in secrecy is good insider information to have.
—
#firstround #firstroundNYC #2026 #ucllc #branding identity conference newyork
Photos by @sofianegron
New York, May 8, 2026
—
With key words for the title treatment, Emily Oberman @emilyoberman from @pentagramdesign and her team got to work on the design for “ELVIS, A film by Baz Luhrmann”. After collecting a slew of references they presented 10 options that incorporated all the things at various levels — each option named because this particular client with whom they have worked before likes it when they do that. If there is one thing Emily has learned is that in Hollywood they love a thousand options… no way can you show up with just three, let alone a single solution. And not only that, but they show everything in-situ across many, many applications. In this case this included everything from movie posters to set chairs that were then bundled up into a visual summary of options. All in all, the project took seven rounds of revisions! Knowing that entertainment clients just want more, and more, and more whlist clouded in secrecy is good insider information to have.
—
#firstround #firstroundNYC #2026 #ucllc #branding identity conference newyork
Photos by @sofianegron
New York, May 8, 2026
—
With key words for the title treatment, Emily Oberman @emilyoberman from @pentagramdesign and her team got to work on the design for “ELVIS, A film by Baz Luhrmann”. After collecting a slew of references they presented 10 options that incorporated all the things at various levels — each option named because this particular client with whom they have worked before likes it when they do that. If there is one thing Emily has learned is that in Hollywood they love a thousand options… no way can you show up with just three, let alone a single solution. And not only that, but they show everything in-situ across many, many applications. In this case this included everything from movie posters to set chairs that were then bundled up into a visual summary of options. All in all, the project took seven rounds of revisions! Knowing that entertainment clients just want more, and more, and more whlist clouded in secrecy is good insider information to have.
—
#firstround #firstroundNYC #2026 #ucllc #branding identity conference newyork
Photos by @sofianegron
New York, May 8, 2026
—
With key words for the title treatment, Emily Oberman @emilyoberman from @pentagramdesign and her team got to work on the design for “ELVIS, A film by Baz Luhrmann”. After collecting a slew of references they presented 10 options that incorporated all the things at various levels — each option named because this particular client with whom they have worked before likes it when they do that. If there is one thing Emily has learned is that in Hollywood they love a thousand options… no way can you show up with just three, let alone a single solution. And not only that, but they show everything in-situ across many, many applications. In this case this included everything from movie posters to set chairs that were then bundled up into a visual summary of options. All in all, the project took seven rounds of revisions! Knowing that entertainment clients just want more, and more, and more whlist clouded in secrecy is good insider information to have.
—
#firstround #firstroundNYC #2026 #ucllc #branding identity conference newyork
Photos by @sofianegron
New York, May 8, 2026
—
With key words for the title treatment, Emily Oberman @emilyoberman from @pentagramdesign and her team got to work on the design for “ELVIS, A film by Baz Luhrmann”. After collecting a slew of references they presented 10 options that incorporated all the things at various levels — each option named because this particular client with whom they have worked before likes it when they do that. If there is one thing Emily has learned is that in Hollywood they love a thousand options… no way can you show up with just three, let alone a single solution. And not only that, but they show everything in-situ across many, many applications. In this case this included everything from movie posters to set chairs that were then bundled up into a visual summary of options. All in all, the project took seven rounds of revisions! Knowing that entertainment clients just want more, and more, and more whlist clouded in secrecy is good insider information to have.
—
#firstround #firstroundNYC #2026 #ucllc #branding identity conference newyork
Photos by @sofianegron
While we edit videos in preparation for the live remote viewing on Friday and we tackle admin tasks we tease you with a link to the flickr album for the conference photos by @sofianegron
🔗 https://bit.ly/FR-26
Stay tuned for individual speaker highlights starting next week. ❤️🖤
While we edit videos in preparation for the live remote viewing on Friday and we tackle admin tasks we tease you with a link to the flickr album for the conference photos by @sofianegron
🔗 https://bit.ly/FR-26
Stay tuned for individual speaker highlights starting next week. ❤️🖤
While we edit videos in preparation for the live remote viewing on Friday and we tackle admin tasks we tease you with a link to the flickr album for the conference photos by @sofianegron
🔗 https://bit.ly/FR-26
Stay tuned for individual speaker highlights starting next week. ❤️🖤
While we edit videos in preparation for the live remote viewing on Friday and we tackle admin tasks we tease you with a link to the flickr album for the conference photos by @sofianegron
🔗 https://bit.ly/FR-26
Stay tuned for individual speaker highlights starting next week. ❤️🖤
While we edit videos in preparation for the live remote viewing on Friday and we tackle admin tasks we tease you with a link to the flickr album for the conference photos by @sofianegron
🔗 https://bit.ly/FR-26
Stay tuned for individual speaker highlights starting next week. ❤️🖤
While we edit videos in preparation for the live remote viewing on Friday and we tackle admin tasks we tease you with a link to the flickr album for the conference photos by @sofianegron
🔗 https://bit.ly/FR-26
Stay tuned for individual speaker highlights starting next week. ❤️🖤
While we edit videos in preparation for the live remote viewing on Friday and we tackle admin tasks we tease you with a link to the flickr album for the conference photos by @sofianegron
🔗 https://bit.ly/FR-26
Stay tuned for individual speaker highlights starting next week. ❤️🖤
While we edit videos in preparation for the live remote viewing on Friday and we tackle admin tasks we tease you with a link to the flickr album for the conference photos by @sofianegron
🔗 https://bit.ly/FR-26
Stay tuned for individual speaker highlights starting next week. ❤️🖤
While we edit videos in preparation for the live remote viewing on Friday and we tackle admin tasks we tease you with a link to the flickr album for the conference photos by @sofianegron
🔗 https://bit.ly/FR-26
Stay tuned for individual speaker highlights starting next week. ❤️🖤
While we edit videos in preparation for the live remote viewing on Friday and we tackle admin tasks we tease you with a link to the flickr album for the conference photos by @sofianegron
🔗 https://bit.ly/FR-26
Stay tuned for individual speaker highlights starting next week. ❤️🖤
While we edit videos in preparation for the live remote viewing on Friday and we tackle admin tasks we tease you with a link to the flickr album for the conference photos by @sofianegron
🔗 https://bit.ly/FR-26
Stay tuned for individual speaker highlights starting next week. ❤️🖤
While we edit videos in preparation for the live remote viewing on Friday and we tackle admin tasks we tease you with a link to the flickr album for the conference photos by @sofianegron
🔗 https://bit.ly/FR-26
Stay tuned for individual speaker highlights starting next week. ❤️🖤
While we edit videos in preparation for the live remote viewing on Friday and we tackle admin tasks we tease you with a link to the flickr album for the conference photos by @sofianegron
🔗 https://bit.ly/FR-26
Stay tuned for individual speaker highlights starting next week. ❤️🖤
While we edit videos in preparation for the live remote viewing on Friday and we tackle admin tasks we tease you with a link to the flickr album for the conference photos by @sofianegron
🔗 https://bit.ly/FR-26
Stay tuned for individual speaker highlights starting next week. ❤️🖤
While we edit videos in preparation for the live remote viewing on Friday and we tackle admin tasks we tease you with a link to the flickr album for the conference photos by @sofianegron
🔗 https://bit.ly/FR-26
Stay tuned for individual speaker highlights starting next week. ❤️🖤
While we edit videos in preparation for the live remote viewing on Friday and we tackle admin tasks we tease you with a link to the flickr album for the conference photos by @sofianegron
🔗 https://bit.ly/FR-26
Stay tuned for individual speaker highlights starting next week. ❤️🖤
While we edit videos in preparation for the live remote viewing on Friday and we tackle admin tasks we tease you with a link to the flickr album for the conference photos by @sofianegron
🔗 https://bit.ly/FR-26
Stay tuned for individual speaker highlights starting next week. ❤️🖤
While we edit videos in preparation for the live remote viewing on Friday and we tackle admin tasks we tease you with a link to the flickr album for the conference photos by @sofianegron
🔗 https://bit.ly/FR-26
Stay tuned for individual speaker highlights starting next week. ❤️🖤
While we edit videos in preparation for the live remote viewing on Friday and we tackle admin tasks we tease you with a link to the flickr album for the conference photos by @sofianegron
🔗 https://bit.ly/FR-26
Stay tuned for individual speaker highlights starting next week. ❤️🖤
While we edit videos in preparation for the live remote viewing on Friday and we tackle admin tasks we tease you with a link to the flickr album for the conference photos by @sofianegron
🔗 https://bit.ly/FR-26
Stay tuned for individual speaker highlights starting next week. ❤️🖤
❤️🖤🔥 And that is a wrap on First Round 2026. 🙏 #conference #firstroundnyc #branding #untilnextyear
The stage and all the tech are soooooo ready for tomorrow! #conference #setup #showtime
On this ☀️ day we are setting up registration for tomorrow! #conference #namebadges #branding #dontmissout
First Round New York 2026 speakers and project they will be presenting:
@emilyoberman of @pentagramdesign presenting ELVIS, A film by Baz Luhrmann
Registration for both in-person and remote access closes May 7
First Round New York 2026 speakers and project they will be presenting:
@alfredoenciso of @pupila.co presenting Fedefut Guatemala
Registration for both in-person and remote access closes May 7
First Round New York 2026 speakers and project they will be presenting:
@taliasaccount of @cottondesigninc presenting to be determined
Registration for both in-person and remote access closes May 7
First Round New York 2026 speakers and project they will be presenting:
@andychendesign and @vicki__jawaid of @isometricstudio presenting National Black Theatre
Registration for both in-person and remote access closes May 7
First Round New York 2026 speakers and project they will be presenting:
@nadia.lung of @combo__co presenting ALDO Shoes
Registration for both in-person and remote access closes May 7
First Round New York 2026 speakers and project they will be presenting:
@robertmilam of @modestworks presenting Atlético Dallas
Registration for both in-person and remote access closes May 7
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