Founded in 1998, Interactive TV Today ([itvt]) is the most widely read and trusted news source on the rapidly emerging medium of multiplatform interactive television. In 2007, [itvt] began producing the TV of Tomorrow Show (TVOT), a conference that swiftly gained an industry-wide reputation as conference of "true experts." In 2008, Method was selected as the official design sponsor of the 2nd annual TV of Tomorrow Show. In its debut year, TVOT's logo and event graphics were a derivative form of [itvt]'s brand language. Little attention was given to the needs of the venue, or to the brand requirements of the event itself. In putting together the 2008 conference, the organizers needed to develop a strong brand identity that would help support the show's burgeoning reputation. The TVOT Show itself is designed to be both cutting edge and fun - two key criteria that guided the design approach. The flexible solution features bright colors, a comprehensive icon system, and clean, legible layouts that extend from the event signage to the presentation graphics to the conference website. The form of the deliverables was tailored to complement the location (San Francisco's Yerba Buena Center for the Arts). The new logo, collateral, signage, and motion graphics represent cross-pollination between the interactive, multi-platform television community and other creative communities, which functions as a central theme for this year's show. "InteractiveTV Today is the most widely read and trusted information source on interactive television, and the TV of Tomorrow Show is quickly establishing a similar reputation," said Tracy Swedlow, Editor-in-Chief of InteractiveTV Today. "Method's deep experience in next-generation television through its work with leading brands such as Comcast, Hitachi, and Time Warner Cable made them an ideal choice to represent this year's TV of Tomorrow show. The firm's impressive track record in the media and entertainment industry exemplifies the type of innovative thinking and work we celebrate at the show."