Freelance Brand Designer · Brand Refresh · Major Tech Conference - Freelance

The context

Our client runs a major technology conference, one of the largest of its kind in Europe, with more than 10,000 attendees. They need a brand refresh ahead of the 2027 edition.

This isn't a full rebrand. It's about polishing and elevating what already works well today: sharpening the visual style, and putting in place a clearer, more consistent art direction where the current identity lacks one.

This is an event brand that lives both in the physical world (the show floor, goodies, signage) and in digital (communications, social, landing pages), so the new identity needs to work seamlessly across both without losing coherence.

The mission

The project runs in several phases, building up to the event in September 2027, for a total of around 30 working days spread across the year. It starts with a definition phase (vision, strategy, guidelines), followed by several phases of declination, where that vision gets applied across digital and physical assets.

Phase 1, 2 weeks: brand vision and strategy Define the vision, brand strategy, and a complete brand guideline. This is the framing phase: by the end, the art direction needs to be validated.

Phase 2, October to December: digital & Physical assets Creation of digital assets, mainly designed to announce the event and drive early engagement with the audience.

Phase 3, from January: communication launch Rollout of the communication campaign for the September 2027 event.

Phase 4, throughout 2027: occasional physical asset work Adapting the brand vision to the event's physical materials: goodies, badges/passes, flags, signage.