To create an event brand for the AGM and Conference which reflects the host location of Madrid and celebrates the event’s 50th anniversary. The event brand needed to be flexibly applied to a range of different communications before, during and after the event.
Madrid is home to a number of world famous art galleries and museums and the Museo Nacional del Prado is the venue for the Welcome Reception for the 2018 AGM and Conference event. We saw an opportunity to use shapes that reflected elements of ‘Spanish’ style, including a curve that represents a fan, and the tilde (accent) used over letters in Spanish language. Utilising the ICMA’s blue in conjunction with the red and yellow from the Spanish flag creates high impact visuals and the layout of the shapes allows for a lot of flexibility in implementation.
By presenting proposed concepts in situ on a range of communications, ICMA had confidence that the event brand could be implemented into the different executions required. Promotion of the event has taken the form of digital and print advertising while the list of deliverables to be produced for the event itself is extensive (covering voting forms, event programmes, printed banners as well as other display materials).