Our Process — Building the Blocks of a Conference
As you can see, the logo and the website didn’t just come out of our imaginations — we spent some time with the client, carefully reviewing their needs, their goals, and their thoughts behind the project.
After that, we considered the target audience — the established business owners and the up-and-coming entrepreneurs, their needs and goals, what would draw them to a conference and keep them coming back year after year.
We built the brand out of this, these needs and goals. By starting with the messaging and the spirit behind the conference, we were able to sketch out a minimal brand persona and audience persona.
We used these personas to start choosing visual elements, like the triangles, and imagining typography, a color scheme, and other visual themes and motifs to inform the website.
After laying all that groundwork, the website and the logo came pretty quickly and naturally. We set up a simple website with the goal of email capture — the conference is still months down the road, but we want to start generating interest now and getting people involved.
This is especially useful for a conference like this, where many components of the conference and details will not be worked out for months. Interest can still be generated without having every detail in place, and an email list of warm leads can be generated without the conference providers having to do much beyond referring people to the website.