Key Details
- INDUSTRY
- Events
- SERVICES
- Brand Identity
- Marketing Collateral
- Website Design
- Copywriting
- Photography
- Brand Guidelines
- BRAND ROLLOUT
- 2019
The Opportunity
Growth Marketing Conference (GMC) is the leading globally focused event for B2B and B2C growth marketers. What began as a startup social mixer event had grown into sizable brand offering conferences, workshops, and speaking events in cities across North America. In looking to a future of continued expansion, GMC sought to update its brand experience with an identity, website and collateral that better promoted its many global events to a marketing savvy audience. The company sought to reposition its brand and reimagine its identity so that marketplace perceptions aligned with the unique value and scope of its offerings.
dBrand Identity
The new GMC identity is defined by a signature green hue, evoking progress, prosperity and clarity. The geometric leaf symbol further conveys the “growth” that is so central to the brand. The simplicity of the one-color logo was among its strongest assets, while the symbol points up and to the right, boldly evoking progress and expansion. Symbolic of logic and structure, the mark also serves as a window or container for imagery of experiences, people, locations, topics—all the things that go into the brand experience and being at the conference itself. The typeface, replica, is edgy and differentiating, enabling the brand to avoid corporate stodginess.
Marketing Collateral
GMC collateral includes a range of custom materials designed for to bolster brand awareness. Presentation templates were created for branded backdrops for speakers and presenters. Event badges are emblazoned with the brand’s signature leaf symbol and incorporate green branded typeface for attendee information. Event swag like t-shirts and wine bottles smartly incorporate the logo mark, leveraging repetition for a distinctive pattern. Each piece cohesively embodies the GMC brand personality to advance awareness and promote future events.
Website Design
The GMC website was strategically built to capture event registration while showcasing speakers, sessions and workshops. Branded imagery, custom iconography, dynamic rollovers, and strategic animation bring the website experience to life in a lively fashion. Negative space is strategically leveraged throughout the site to ensure a clean, stylish aesthetic consistent with the brand personality. Beyond registration capture, the primary objective of the site is to convey a significant amount of important event details to sponsors and attendees. As such, information architecture and layout were carefully considered in the design process. Seamless backend integration to third-party registration technology ensures an efficient experience for prospective attendees.
Responsive Website
As an events brand focused on growth marketers, GMC’s target audiences include entrepreneurs and marketing professionals who are constantly on the go. To cater to the busy, ever-changing schedules of personas like these, the brand’s website needed to offer an engaging and cohesive experience regardless of device. The GMC site is fully responsive and designed from a mobile-first perspective, ensuring a seamless performance on desktop and mobile alike.
Copywriting
Throughout the website and collateral, a consistent brand voice evokes a GMC brand personality that is fresh, modern, and bold. The overarching narrative is centered on value propositions including growth, progress, and expansion. Important event details are conveyed in a tone that is personal yet professional.
The Largest Growth Marketing Audience in the World is Waiting for You!
Growth Marketing Conference is the leading globally-focused event for B2B and B2C growth marketers. We host world-class thought leader speakers and workshop instructors to teach 1,500+ attendees actionable, no-nonsense growth strategies and tactics to drive rapid, cost-effective, and sustainable revenue and user growth–in 2019 and beyond. From big, enterprise brands like Google, Microsoft, LinkedIn, and Adobe, to innovative high-growth companies like Airbnb, Uber, Spotify, and Stripe, we register growth marketing leaders and high-level decision-makers across the industry, organizational, and international lines.Photography
Ignyte provided photography editing services for a range of GMC touchpoints. Carefully curated stock imagery was integrated with existing original photography for a cohesive and compelling brand narrative. Images processed with custom branded treatments, ensuring a consistent brand experience across multiple touchpoints.
Brand Guidelines
Ensuring ongoing brand alignment was critical for GMC. To this end, Ignyte developed precise standards and guidelines accessible to all internal and external representatives outlining everything from positioning and identity to voice and imagery. Comprising 17 full-color pages whose design and layout are themselves rich embodiments of the guidelines, the document includes everything anyone would need to know about the execution of the GMC brand.
