Event branding 2 – Accelerate 2021
Total Expert’s yearly customer roadshow Accelerate was put on pause for the year 2020, this gave our team the ability to rethink the strategy of every aspect. The event was changed from a 5-city roadshow to a 3-day conference that would be hosted at a new location every year, for 2021 it was in Scottsdale Arizona. I was responsible for creating a logo lockup and all of the correlated branded assets for the event.
I created an evergreen san serif typeface based on our company logo, this part will live on for future events. However, with the location changing each year, it is important to differentiate each year as its own event. With 2021 being located in Arizona I took inspiration from the southwestern patterns, using triangles as the driving pattern and supporting logo to the typeface. This pattern is present throughout every touchpoint at the event from employee shirts to the Rock the Journey party we hosted in the evening!
