Main challenge for this project was to visually convey a conference motto message - engage, execute, excel. An idea was to play around with three E's with which each word starts. I created two concepts: one with the three overlapping "e" bubbles and another one where the "e"s formed with a ribbon-like shape. The second concept was the winner. Main reasons why it had been picked was that it tells a story of strong connection and continuity between three elements: engage, execute, and excel.