The objective is to create the identity and design the materials for the 2010 “Gain: AIGA Business and Design Conference” to be held October 14–16, 2010 in New York. The identity should maintain the integrity of the “Gain” brand created in 2002 (i.e., the two elements that should be included are the GAIN logo type and the greater than symbol). Target audience is Design professionals, their clients and business professionals. Promotional materials aredistributed to more than 12,000 AIGA professional and associate members as well as previous conference attendees and recently lapsed members for a list of about 20,000 recipients. Conference attendees are estimated at 1,000.