Procurement Australia Conference – Australia
Opposing Ideas –
Procurement Australia are one of Australia’s largest procurement providers. As an on-going and key design partner, we were tasked with developing a theme and overall identity for the highly successful annual conference.
Each year typically has a different overarching theme and unique identity. Working with the MD we created the theme and total identity for ‘Revision or Revolution’ - reflecting both the rapid and ever-evolving change, inside and outside, the business of procurement.
Our approach and big idea centred on the notion of duality - how best could we reflect the idea of incremental changes vs sudden complete, and often violent, change. Visually the idea developed using metaphors, one powerful image representing each. The resulting juxtaposition delivered both impact and meaning to the overall communication platform.
The imagery played the lead role in the overall identity, supported and balanced by the other visual elements. The main logotype, was a visual gift, balanced character wise and modern in tone. The colours were sampled directly from the key images, helping to support and harmonise everything visually.
The total identity was applied to everything relating to the conference - from campaign material, to publications, ticketing and lanyards, livery and banners, website and social.
The identity helped drive, and result in, a highly successful conference - both in-terms of attendance and overall impact. Moving beyond a supporting role, the communication platform became the glue that held everything together, a talking point amongst attendees and a visual representation of the key thread and theme of the event.
Scope of work: Naming, Campaign Identity, Brand System, Digital and Print Applications.
The imagery played the lead role in the overall identity and was used in a variety of ways to add both visual interest and pace to the overall narrative.
The total identity was applied to everything relating to the conference - from campaign material, to publications, ticketing and lanyards, livery and banners, website and social.
