ABOUT

Concept: Legaltech is one of ALM's flagship events, a multi-million titan in the legal B2B space, then they decided to expand the event scope and reach a broader audience. Originally, Legaltech was 3-day event with limited networking and a niche focus but after transition to LegalWeek, it became weeklong event series with smaller sub-conferences, benefit concerts, keynote addresses and more targeting different legal professionals. Our brief was to evolve the standalone Legaltech event to a new master LegalWeek brand identity with 9 distinct sub-brands--including Legaltech-- that each had their own unique requirements.

Execution: Working internally with our graphic designers, web developers, events ops teams and marketing copywriters, we developed a master brand identity that was instantly cascaded to all in-market collateral. With competitor profiles, mood board development, naming sessions, verbal identity workshops and more, our team of less than 10 built the new LegalWeek event brand using InDesign and Illustrator, among other resources. Our treatment used the original Legaltech logo as a base then played around with shapes and colors to call out the various sub brands. We created alternative concepts with clearly defined hierarchies where the brands rolled up into simple geometric shapes to facilitate UI/UX on platforms like ExactTarget and eTouches, websites, apps and other digital outlets. The new branding is optimized for all multimedia channels: interactive and static web ads, badges, onsite signage & more.

Results: Mostly TBD, since event is January 2017. However, in-market collateral so far has a positive response-- no apparent difficulties with brand recognition. At this point the new LegalWeek branding has been applied to event registration site, app, banner ads, print ads, sell sheets/prospectuses. Internal corporate feedback from marketing, business and web development teams are all very positive on versatility and flexibility of branding.