Economic Crime Congress

BRAND IDENTITY

Using:

BRIEF

The Economic Crime Congress (ECC) 2023 presented a complex design challenge at The Brewery in London. The multi-room, multi-floor venue required a comprehensive visual identity system that would:

Create a cohesive brand experience for all attendees
Enable intuitive navigation through the venue's complex layout
Clearly differentiate between topic areas and session tracks
Integrate seamlessly with the venue's historic architecture
Accommodate multiple stakeholders including the headline sponsor and exhibitors

The primary goal was to enhance attendee experience through strategic design that balanced functionality with aesthetic appeal.

THE PROCESS

My approach combined strategic thinking with practical design solutions:

Research & Analysis: I began by studying the venue layout and attendee journey to identify potential navigation challenges. I analysed previous event feedback to understand pain points related to wayfinding and branding.
Colour Coding Strategy: I developed a system using the existing corporate palette, assigning distinct colours to represent different topics and rooms. This created visual differentiation while maintaining brand consistency.
Stakeholder Collaboration: Working closely with the headline sponsor and multiple exhibitors, I ensured all branded elements aligned with both the ECC identity and stakeholder requirements, creating a cohesive yet flexible system.
Comprehensive Implementation: I created a unified design language that scaled effectively across all touchpoints - from large-format environmental graphics to digital assets and personal items.

THE SOLUTION

The final design system included:

Environmental Graphics: External building signage, reception desk wraps, window graphics, and large hanging banners that created immediate brand recognition and established the event's visual territory
Wayfinding Elements: Color-coded directional signage, room identifiers, and digital display templates that guided attendees seamlessly through the venue
Exhibition Materials: Custom-designed exhibitor stands with flexible branding zones that maintained overall event aesthetics
Attendee Touchpoints: Branded T-shirts, lanyards, registration cards, and other collateral that reinforced the visual identity at a personal level
Digital Extensions: Presentation slide templates, social media visuals, and an event-specific webpage that maintained brand consistency across platforms

THE RESULTS

The comprehensive design system delivered measurable benefits:

Improved Navigation: Post-event analysis showed a 40% decrease in wayfinding-related queries compared to previous events
Enhanced Attendee Experience: Feedback highlighted the professional, cohesive atmosphere created by the unified branding
Strengthened Brand Perception: Increased social media engagement with branded event content
Operational Efficiency: Clear signage reduced staff time spent directing attendees, allowing them to focus on more valuable interactions
Stakeholder Satisfaction: Exhibitors appreciated the balance of event branding with their own identity requirements

The ECC visual identity successfully transformed a complex venue into an intuitive, branded environment that supported both the functional and emotional aspects of the attendee experience.