The branding needed to work across digital and print media. We created a new branding concept based off of the shape of the existing icon. The manipulation of the shape (color, inverted, multiplied, stroked, or filled) allowed for graphic patterns that could be easily applied in various ways across all event collateral. 
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We used the branding on the landing pages, ads, social posts, emails, blog posts, presentations, name cards, table tents, street signage, banners, swag, and more. 

Starting with a strong concept and developing a component library for the event branding, led to the design team being empowered to execute the large of amount of deliverables needed very efficiently.