1. 42 • MEETINGS l MAY/JUN 2014
T R E N D S
New kid on the
conferencing block,
Conceptual Eyes,
with its Capture It live
drawing
programme
are making
waves. Martin
Hiller takes
a look at this
innovative concept.
C
APTURE IT IS A VISUAL strategy
support tool designed to support
meetings, conferences and events of all
kinds. The Capture It graphic
interpreters (GI) illustrate
the spoken content onto
canvasses or captures. They
work in collaboration with
a visual strategist who acts
as the second set of ears
and listens to the speeches/
keynotes/presentations.
VISUAL
STRATEGIST, HUH?
A visual strategy is a set
of design principles that
distinguishes your brand
in a frenetic marketplace.
These design principles link
your business objectives
directly to the outward face
of your brand, everywhere that it lives. A visual
strategist defines these principles.
“Conceptual Eyes specialises in internal
communication, ensuring that internal
messages are understood across the company.
Look at the most successful brands in the
market today. What do they all have in
common? Every time anyone comes into
contact with the brand, be it people, products
or services, the experience
remains the same. Our
inward approach ensures
these ideals, cultures and
messages get communicated
effectively and consistently
throughout,” says creative
director, Lindy Scott.
Visual strategy is the
foundation of all that
Conceptual Eyes does and
it is what its Capture It
programme is built on. They
turn words into pictures.
People remember pictures.
THE REAL VALUE
Besides the customised
drawings that the client
ThINKing
differently
e
Be
dr
CAPTURE IT
AT A GLANCE
Our graphic interpreters
(GI) are a team of young
South African artists
who create images that
summarise verbal ideas
and presentations.
Capture It GIs listen and
translate your events’
verbal aspects of ideas,
conversations and themes
into drawings.The graphic
translation is achieved
through a combination of
live hand-drawn images
and words.

2. MEETINGS l MAY/JUN 2014 •
43
can keep and hang on the walls of their office
or boardroom, the real value comes from
the conversations that happen around the
drawings. The captures are a visual summary
of the conference themes and the speakers’
messages through their words live on through
the drawings.
“To date, almost every delegate and speaker
has also documented the captures themselves
on their cellphones. We build a pop-up gallery
as the drawings are completed, so the space is
always changing and new content is produced
almost by the hour. The visual content
maintains a lasting impact long after the event
is over,” says Scott.
ENDLESS USES
“Delegates really appreciate the standard of
our drawings as they are done by some of the
most talented illustrators in the country, and
as a result, delegates want their own copy of
the capture,” says Scott.
Professional photographs of the captures are
taken once they have been inked (highlighted
with colour). This means that the original
content can be reproduced and made into
merchandise or anything else the client wants
to do with the images after the conference.
This means that the message of the event
and any brands associated with it will be
remembered long after the closing ceremony.
BRAND CONSCIENCE
Conceptual Eyes understands the important
of brands and the message they promote.
Similarly they are aware that meetings,
conferences and events have a purpose and
everything that is associated with it needs to
convey that purpose. This is evident in the GIs
uniform, red All Star shoes.
Scott explains, “Our angel investor has always
worn red All Stars and when we were in the
brainstorming phase of creating our brand we
decided to keep this element from her.“
But the story doesn’t end there. “As with
all start-ups, I was watching what I spent my
money on. I bought an imitation pair of shoes.
My team and I realised that this was against
the values we wanted to demonstrate in our
business. We draw original artwork, we value
creativity and therefore the original All Star
shoes have now become a symbol for our
values and we walk our values every day. We
are proud to have created an All-Star team.”
Conceptual Eyes’ GIs are all extremely
talented artists who are determined to make a
difference and create something of real value.
THE FUTURE
The feedback from clients and people within
the industry has been very positive. “The
Conceptual Eyes team has been growing and
we have had to hire a business developer.
Demand is so strong that one of the GIs
has moved from a freelance position into a
full-time position with us. In fact she will be
going to Berlin in July to represent Conceptual
Eyes at the European Conference for Visual
Thinkers, so we are very excited about that,”
says Scott.
Conceptual Eyes intend to continue to add
value to the conference space and create new
creative programmes. So watch this space!
+27 (0)82 415 2771 • conceptualeyes.co.za
REASONS TO HAVE CAPTURE
IT AT YOUR NEXT EVENT7
1 ENGAGEMENT Allow delegates to
engage with the spoken content way
beyond delivery
2 CONTENT ABSORPTION Improve
memory retention
3 LASTING VALUE Add lasting value to
your keynote and internal speakers
4 ENCOURAGE DISCUSSION Encourage
discussion on a unique platform
5 POINT OF REFERENCE Captures are an
excellent point of reference
6 VISUAL GALLERY Create a visual gallery
of your conference experience
7 VISUAL STRATEGY Give your
conference that wow factor
WHAT THEIR
CLIENTS SAY
“The boards and the images are a great hit
with the conference delegates and they
keep asking for them! There are loads of
printed A3 versions of the drawings all over
the place.” Carol Jackson, HR Execu ve:
Tiger Brands
“I think they are hugely effec ve – especially
for delegates a erwards to remember the
key points.” Lewis Pugh, ocean advocate,
inspira onal speaker and author
“A great team of talented South African
ar sts making a business dream a reality;
this me last year this business was only an
idea and look at them go.” Kevin Gaskell,
businessman, professional speaker and
business mentor
PhotographsPaulSamuels