PJ Richardson

He's like, I was like, well, how long do you want?

Like, one minute, two minutes?

He's like, well, there's 55 to 75 names in there, and you're like, three seconds apiece, to be fair, that's how we do titles, and you're like, suddenly the calculator out was like,

James from Future Deluxe, when I heard having a conversation even about clients, I'm like, just reach out, share, ask anything, and most times people don't answer, but they see it, and then something doesn't get answered until it does.

Yeah, that's exactly.

Truth to be told, thank you, because I sort of passed on a conversation about the titles.

I just honestly couldn't see technically or creatively how to look at process stuff for 55 minutes, as good or bad as it might be, without boring everybody.

And then you grabbed this idea of this conversation and asked and got us here.

So it's, you know...

Yeah.

You made it sound darker than it really was.

The idea that they came up with that I thought was absolutely incredible was that Off is made of the community of people, the attendees that are here.

It's in each in our own individual way, but we all come together as one InstaOne ecosystem that makes this community that's here at Off.

And they got to this mold idea as a representation of that as something, you know, however you want to decide what mold means to you is something ugly or beautiful or individual or what have you, and came up with this brilliant identity of literally making it, growing it, and having it become the community coming together and having that literally be what the identity is for OFF.

And I was like, well, I'm definitely not that smart, but that's really cool and I want to be a part of that.

I thought it was a really, really sound and fascinating concept and beautiful to look at.

And my very first instinct was, hey, there's no good or bad way to do anything creative in what we do, certainly at a conference.

But my first instinct was like, hey, why don't we make the titles tie in with the branding?

That was my first thought, like, let's make it.

And, you know, started pulling reference that you guys are seeing here of all these cool, like, trippy mold things from Pinterest and, like,