Chris Znerold Product + Brand Systems · AI Design Engineering

Join the Integration

Lead designer for MAPS, 2025 Held, June 2025

Strategy:

A conference brand has to survive scale: the keynote wall, the prospectus a sponsor reads on a plane, the post someone sees in line. If those read as one family, the event feels bigger than any room.

Design:

An identity is a starting point. Everything it had to become was mine: motion and social units, the sponsor prospectus, keynote screens and the halls, held by one rule, a molecule only sits on the gradient that matches its hue.

Leadership:

I was lead designer across brand, content, media and experience for MAPS, with Superfly organizing, and led the social and paid media plan, from the keynote wall to the post in the feed.

Motion

The name, refracted.

In motion the molecule refracts the name, so a title card, a sting and a screen wall read as the same object.

Product in Hand

Phone to stage.

Every social unit is portrait: type overlapping itself, the molecule on its hue. The day pass, the Cinematheque, the Dr. Bronner’s announce.

The system

The edges hold.

A conference brand fails at the edges: the badge, the tote, the sign that says Staff Only. A locked type stack and a sponsor strip carried all of them, from a lanyard to a wall.

The system01/9
The logo variants: Psychedelic Science 2025 set through twelve molecules in blue, magenta and green
The social system: PS2025 covers, a sponsor card for MAPS, the Denver announce, a speaker card, keynote cards and a panel card
The Denver announce: the molecule over the skyline at sunset, Psychedelic Science 2025, June 16 to 20, Denver, CO
A VIP badge on a black lanyard: PS2025 through a magenta molecule, the attendee name and MAPS
A canvas tote printed edge to edge with PS2025 through a blue and green molecule
The keynote hall: a wide screen with Keynote, a presentation title and the lockup, rows of chairs in front
A screen wall in a hall, Psychedelic Science through a green molecule, a figure for scale
Signage: informational and operational 22 by 28 posters, Staff Only, on stands
Wayfinding banners: Registration, Practitioner Lounge, Meeting Rooms, the stages, with the sponsor strip

Product in Life

Behind the podium.

The keynote screen is the surface every attendee sees. Opening remarks from Governor Polis in front of the molecule, the lockup and the day’s program set in the system.

The keynote stage: Opening Remarks from Governor Jared Polis on the screen beside three iridescent molecules, the Psychedelic Science 2025 lockup in the corner, the governor at the podium

On site

From the street to the stairs.

The building wore the brand: the banner on the Colorado Convention Center, the gradient down the escalator stairs, the screen behind every keynote.

The Colorado Convention Center on 14th Street with the Psychedelic Science 2025 banner across the glass: Welcome to The Integration, presented by MAPS
Attendees riding the escalator beside the grand stair wrapped in the pink-to-blue gradient

Paid media

Three audiences, one funnel.

I led the paid plan: awareness film, a free workbook as the lead magnet, then retargeting to the ticket. Practitioners, enthusiasts and the business and policy crowd each got their own creative, and the veterans track got its own film.

An out-of-home poster: Take Pride In The Journey, Join The Integration, the molecule over a purple and gold gradient, a promo code and four Pride thought leaders

Product in Culture

Science, in a room.

Psychedelic medicine is moving from the margin toward the clinic, and a conference is where the science and the policy share a room. Five days at the Colorado Convention Center, Denver, June 16 to 20, 2025.

The Engagement Prospectus cover: Psychedelic Science 2025 in black over the iridescent molecule form
Position:

Head of Brand & Product at Portal

Services:

Motion, print, screens

Partner:

MAPS and Superfly

Status:

Held, June 2025