comm.days Brand Concept

My team and I developed an entirely new brand concept for Germany’s largest communication congress for local infrastructure companies. We started with an extensive brand building and positioning process—pitched, presented and refined it, and then developed a holistic brand design. The biggest challenge was to create a brand that was refreshingly modernistic and at the same time relatable to a somewhat rural, yet diverse audience. Along the process we did target audience audits, created personas, developed brand attributes, researched competition, defined the brand narrative and the naming.