In 2019 the Relativity Marketing team decided to do something different for Relativity Fest: create a limited run swag store. Attendees earned points by participating in various Fest activities which could in turn be used to purchase swag. Once a design was sold out, it was gone forever. I was approached by the team to produce one of the five designs.
The brief for this project was wide open, the only requirement was that all designs tie into Relativity the brand or product. At it's core, Relativity is a product about reviewing the textual content of documents in order to uncover what is hidden or true so I decided to explore tarot card imagery. While brainstorming I arrived at the phrase "Truth in Text, Divination in Data" which perfectly tied Relativity the product to the magic of its outcomes.
After a bit of exploration, I ended up creating a tarot card spread depicting Relativity data visualizations with various arcane symbols. A pie is a crystal ball, a line chart a constellation, the bars of a bar chart replaced with crystals. Planets, moons, stars, and an assortment of other esoteric elements adorn the card backs.
