2013 Winners & Shortlists

Brief Explanation

The challenge was to differentiate the event within a crowded marketplace and in a world where the issues had completely changed for delegates. Our strategy was to leverage what made the event great in the first place and what sets the event brand apart. At ITU Telecom World the level of discussion went far beyond the competition’s. The conversations were more strategic and important because of the types of people involved. They were having the ‘the conversations that matter’ focusing on helping the industry prosper and humanity flourish – our objective was to create a brand identity that reflects that.

The Brief

ITU Telecom World is the annual event run by ITU (International Telecom Union) the agency from the UN whose specialised remit is information and communications technologies. Our brief was to brand the event.

How the final design was conceived

Our design solution positions the event as the one to attend. It gave the brand the confidence to standout and be proud of its unique offer. The visual identity reflected the brand strategy. The ‘1’ device was attention grabbing and ensured the key messages were seen in the hectic event environment. The ‘1’ sets the tone and introduces the brand with confidence. This was further reinforced through clean and uncluttered design and presentation. Our solution was more than a new brand identity it was a return to being a brand that sets the global agenda.

Indication of how successful the outcome was in the market

The identity was implemented across all the marketing communications and event collateral in 2012. It is currently being used to promote the 2013 event. According to interviews undertaken by TNS 88% of ITU World delegates (attendees and speakers) recall seeing the new identity with over 70% claiming to have liked the identity. “1 conversation that matters” was the most liked identity with 87% of delegates rating it “very good”.