Office for National Statistics -
IIOA Conference
The 27thInternational Input-Output Association (IIOA) Conference was held in the UK for the first time when it was hosted in Glasgow in Summer 2019. Icon was tasked with creating a campaign that would convey the personality of the international brand whilst maintaining a nod to its regional location in Glasgow.
Generating a distinctive brand across all touchpoints was only part of the brief.
Conferences or large events can be a major source of greenhouse gas emissions generated by air travel, ground transportation, electricity, air conditioning, meals and paper usage. The organiser’s commitment to minimising these environmental impacts was high on the agenda so we worked with the IIOA to devise a creative campaign that supported these ambitions.
From the outset the client identified a range of products needed to ensure an engaging and meaningful conference. For example, when it came to print, an optimum number of delegate programmes and flyers were created using sustainable sources to minimise waste; promotional items that maximised functionality and brand exposure were prioritised (who doesn’t appreciate a quality notepad and functional backpack?).
On registration, each attendee was asked for a £5.00 voluntary contribution that would be forwarded to Energy Action Scotland. All donations were generously matched by Sanjiv Mahajan, Chair of the Local Organising Committee.
The conference underwent a brand refresh with the development of a set of conference identity guidelines agreed to ensure consistency across all touchpoints. As the Glasgow Convention Bureau was a lead partner, there was a nod to the People Make Glasgow brand with the embracing of a confident pink colourway which flowed through digital and print from the leading conference brochure, exhibition and registration collateral through to PowerPoint templates, business cards and e-shots.
