Connect 25
OVERVIEW
Another key project I was involved in Greencross was developing a corporate event branding concept for their annual conference. The design needed to resonate across multiple event touchpoints, and my role was to conceive a versatile system design that not only visually captured the essence of the theme 'Unbreakable Bonds' but also subtly nodded to the established branding of both Petbarn and Greencross companies.
This project ensured a unified and memorable brand experience, from initial invitations to on-site visuals, fostering a strong sense of connection and loyalty among attendees. I collaborated closely with stakeholders, including the marketing and events teams, to align the creative vision with strategic objectives for the event.
01
Strategic Concepting
My process began by anchoring a new theme within the existing Greencross and Petbarn brand identities. I carefully leveraged their established brand colours as the foundational palette, expanding upon them to evoke excitement while ensuring instant recognition.
Initial research into successful corporate events provided valuable inspiration for innovative visual approaches. By meticulously gathering reusable elements from both companies' brand guidelines—like specific typefaces and graphic motifs—I ensured brand continuity.
To visually represent the theme 'unbreakable bonds', I used elements that convey strength and connection. A key outcome was the development of a unique gradient background, to infuse the event with a sense of energy and anticipation, seamlessly blending the two brands' identities into a cohesive visual narrative.
Concept 1
.png)
02
Future proofing and concept mockups
An underlying goal in the design thinking process was longevity, allowing the logo to evolve with future events while maintaining brand recognition.
These core assets, including the chosen logo and dynamic gradient background, were then systematically applied across a range of high-fidelity mockups. These detailed visualisations showcased precisely how all elements—from invitations and event signage to digital screens and merchandise—would cohesively come together, providing stakeholders with a comprehensive understanding of the immersive and unified brand experience for the event.
Concept 2
.png)