Large Annual 3-Day Conference

Project background

This is an overview of the new marketing campaign for an annual global conference, consisting of rebranding and redesign to match the new format and way of working, and the development of a virtual conference design, flow and UX to run in parallel with any live events.

Creative process

In early 2020 we updated the conference brand to a more modern look and feel and created messaging that better connected with our community.

In terms of marketing and communications campaigns, our messaging and use of videos and imagery became more direct and clear, with a shift in our language and digital approach to better reflect the current shift in communication exchange led by the pandemic. Amongst other collateral, a new logo, color palette, and targeted messaging were created with a launch in 2020.

With the physical congress changed to an online format, a completely new experience had to be designed and built. I lead the design and user experience portion of the virtual congress by first researching systems, benchmarking best practices, and then leading the interface design for the 2020 congress.

Final results

The goal was to create an engaging and interactive experience. Knowing that networking, hands-on activities, and community interaction is a priority for most delegates, it was essential that these elements remained and communicated in order to reach a proper adoption rate.

• 10,054 tweets using our official congress hashtag

• 1.5 million impressions on Twitter of our hashtag and tweets.

• 40k views on YouTube of our online marketing videos and teasers

• 85% increase of online registrations