CREATING THE BRAND
A conference for all women
When the team at the Victorian Women's Trust came to Wildwon with their idea for Australia's biggest gender equality conference, there was a big difference between the existing VWT audience and the desired new audience for the conference. It was paramount to the event’s success that the branding appeal to women of all ages and be radically inclusive in its positioning, in line with the values of the event. After conducting research with members of the Victorian Women’s Trust and their target audiences, this information was consolidated into five key personas and experience design principles. From the insights garnered through this process the Breakthrough identity took shape.
I worked with the RMIT and Wildwon team to create the event visual identity and communications to launch a change program surrounding RMIT's significant restructure.
The Beyond Research event visual identity was created using UX, research and immersion processes including personas, empathy maps and XD principles which resulted in a strong visual language that not only resonated with a broad range of stakeholders, but created an experience that was consistent and considered across all tailored communications, including of course, the three day conference.
Event visual identity
One identity to engage eight platforms
The graphic device is made up of a set of eight circles that visually move together as one cohesive unit, representing collaboration between RMIT’s eight ECPs. The graphic device is both complex and simple enough that different audiences will draw different conclusions about it.
To someone working in the biomedical research space, it may look like a petri dish, or to an engineer, a circuit board.
It was designed in a way that allowed for it to be scaled, cropped and rotated to show interesting visual communications across all media – creating different iterations that still feel like one cohesive identity.
Spatial design and event experience
Building new pathways to impact
The spatial design of the event became a physical manifestation of the brand for Beyond Research, with design details spreading to floor and wall decals, lighting and staging.
Alongside a fully comprehensive style guide, deliverables for this project included branded wraps for foyer spaces at the huge MCEC venue, floor decals, branding of lecterns, branded stages and furnishings, t-shirts, custom lanyards, canvas bags and waterbottles for participants, water stations, a location map, main auditorium lighting states and large-scale signage.
RMIT was committed to producing low-impact, re-usable and recyclable event collateral, such as water bottles and bags, as well as finding solutions to produce as little waste as possible right from promotion to conference close. This vision was translated into action by using minimal disposable packaging and repurposing event signage for future events. Even to this day staff at RMIT keep using the bags and water bottles which proves how benificial sustainability can be in experience marketing.
Meeting the objectives
The objectives for this project and Beyond Research included:
Celebrate the diversity of research capability across the university and further enhance the position of RMIT as a leader in the interdisciplinary approach to research.
Continue to evolve a university culture of research translation to benefit others outside the academic community.
Human element and networking
Educate industry around RMIT's new approach to research and collaboration.
Demonstrate the value of being involved in the ECPs to students.
Introduce new ECP Directors
Profiling and familiarising the leadership across research and innovation.
Professional development and training
Provide opportunity to lift capability across key skill sets.
The event was successful in engaging with affiliates in the new cross-disciplinary research platforms and introducing the ECP leadership with a high impact brand and event. The conference had a significant visual and word-of-mouth impact and included spectacular speakers and content, creating a compelling case for change amongst RMIT and its stakeholders.