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The Organizing Committee of The University of Michigan India Conference wanted to strongly differentiate the 2014 annual India conference from its previous years. They wanted the conference to connect with the audience emotionally and, intellectually, inspire them to take action while aspiring for India's growth. Our brief was to use the power of visual branding to design the event identity and enhance this key conference objective ‘The Growth Within’.
Our overall design approach for the conference identity involved creating a visual illusion of transformation. We focused on typographically presenting the words 'Growth Within' as a singular word to enable the communication that introspection from 'Within' qualifies 'Growth', and creates holistic transformation.
The visual branding (the logo and its extensions within the conference venue) brought to life the theme of the conference - The Growth Within. The design was able to create memory and high recall value among participants as many appreciated the visual branding during and long after the conference.