A case study on how we rebranded one of Asia's leading start up conferences.
OUR BRIEF
The goal of the redesign was to reposition the Echelon brand from a conference about technology, to a conference where technology and business meet. It’s so that the brand moves from being what is known as a start up event to something anyone can tap into. We wanted to show more dynamism and flexibility with the logo and make it more appeal to those who aren’t in the tech circles.
Given that the brand was eponymous to the Asia Pacific region, we were challenged by build a brand that was scalable, implementable and something that could look cohesive together.
The old design system relied heavily on creating a new identity every year for every city.
We chose to go with a branding system instead of just consistent elements. Where the identity is constantly in motion and 'feels liquid'. We wanted to tie the whole brand together with similar elements and patterns to create a universal Echelon experience throughout each of the conferences.
We stopped thinking of logos and started thinking about systems.
INSPIRATION + MOODBOARD
INITIAL SKETCHES/DRAFTS
A unifying mark and a cohesive system
- Pattern and color as a metaphor. (Inspired by Thailand, India, Vietnam and Indonesia).
- The strength of geometry and modernity. (Inspired by Singapore, Malaysia and Technology).
- A visual call back and play with the idea of "Summits" and familiarity. The mark was made by borrowing heavily from the Echelon Asia Summit icon.
With this in mind, we settled on a unifying logo:
Continued Sample Applications
Team Composition
Designer/Art Direction: Julya Buhain and Michelle Darshad
Project Leads: Brian Leery, Roy Ang
Copywriting/Marketing: Shahilia Bhagat, Donna Louise, Beverly Tan, Chee Hui Ming
Front End: Saroj Shrestha
