We’re living in a transient world where the future is very present. It’s an outrageous opportunity to re-configure reality as we know it. At the same time, it’s easy to feel overwhelmed by a plethora of options, opinions, and the pressure to conform.

As we see it, it’s more important than ever to be open and inclusive of people's personal angle on realness. It’s about staying in sync with your soul. Being authentic. Human. And original.

That's the thinking behind our theme for 3daysofdesign 2025: KEEP IT REAL.

When you KEEP IT REAL, you’re being authentic in a world that seemingly values superficialities over substance. Free to challenge assumptions and the way things have always been.

“Our KEEP IT REAL theme for 2025 honours individual expression and experiences, echoing our deep desire for a world that's more caring, inclusive, and conscious. It’s a call to action to be true to your own vision. A celebration of one—of—a—kind originals.”

^{Signe Byrdal Terenziani, Managing Director of 3daysofdesign}

With the introduction of every new theme, we introduce a new visual. This year, it was designed by Swedish graphic artist Andreas Samuelsson.

Andreas Samuelsson is a visual artist based in Gothenburg, Sweden. Samuelsson seeks to distill ideas, images and impressions down to their essence, resulting in a poetic sense of simplicity that’s at once endearing yet arresting, graphic and iconic.

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For our KEEP IT REAL visual identity, Samuelsson has created a striking image of fluid, organic shapes amidst curvaceous negative space punctuated with colour. Capturing the intangible inner landscape of the soul, in an expression that’s open to interpretation.

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Primarily working with watercolour and computer graphics, Samuelsson’s roster of clients spans high—profile global brands, as well as preeminent publications including Flos, Hermes, Aesop, Forbes, Frame, Nike, Apple, Sony Eriksson, The New York Times, Apartamento and Wired, amongst numerous others.