Underwriters Laboratories (UL) Pure Learning Knowledge Summit Conference Campaign

THE NEED
Create the design of B2B event campaign establishing branding and identity for UL Pure Learning’s Knowledge Summit to be held on the east coast in October 2018. The event will host over 400 global clientele from the pharmaceutical, healthcare, life sciences and medical device industries including Johnson & Johnson, Stryker, Siemens, Merck, Amgen, Pfizer, Sanofi, Novo Nordisk, Reckitt Benckiser, HCSC, Cardinal Health, DCRI and many others. The look and feel will be carried across all collateral including social media, mailers, posters, name tags, wayfinding and event PowerPoint presentations. Branding should be modern but conservative, utilizing the established brand color palette while instilling prowess, trust and confidence in the UL brand. The event will be held inside of a large hotel so distinct brand recognition will be critical to inform wayfinding within the premises.

MY APPROACH
Working closely with the Marketing Director and Chief Learning Officer at UL Pure Learning, I worked to understand the conference event goals to establish a design strategy. The material would need to communicate the conference name, a written and/or visual theme, as well as the UL logo but have a unique look as to make definitive visual connections to the event. With an event theme of “Accelerating the Journey”, I chose to take a clean, bold and simple is more but regognizable approach for the design, versus complex cliche acceleration imagery that could distract from communication efforts, since the design would also be used for wayfinding in a potentially difficult to navigate large space on the east coast. A unique set of elements was developed, utilizing an on-brand color palette, and carried across various print and digital collateral. The event name was transformed into a large, engaging logotype abbreviation, “KS”, for the Knowledge Summit featuring rich and engaging letterforms that possessed an exploratory pattern. This design considered many visual interpretations including the jungle of offerings that exist within the complex journey in discovering a premium training solution. This was then placed above a clean crisp mountain evoking technological purity for distinct recognition.

THE RESULT
The branding successfully represented the core UL brand while enhancing its event image to some of the world’s largest clients. Additionally, the branding contributed to the company’s success in generating excitement, new leads and business.

MY ROLE
Global conference event branding, design strategy, event set up, client interfacing, demo presentations, graphic design and layout