The Brief
Create a brand for a conference spanning 7 days across three major Asian cities. The brand must be flexible across print and digital, be editable by non-design orientated members of the team, and it must be done without a brief. Classic.
Word was not build for branding
I was brought into this project a few weeks after its initial kick off meeting. When I arrived, the majority of the ‘designs’ were being made in Microsoft Word and they were, questionable, to say the least.
Over the course of the first 2 days, I learned as much as I could about the project team, many of them worked outside of the company, and I learned as much as I could about the history of the dreaded .doc design files. I then pulled together a very simple brand, creating as many mock assets as I could, in a bid to win over as many of the project stakeholders as possible.
Once the team had seen what could be achieved, if we removed word from the equation and had a professional designer onboard, I was able to expand on the initial simple brand and apply it to many different assets the conference required. Some of which were never initially thought of, but became obviously needed much earlier on in the project.
