Project Overview
Every year, Meetings & Incentives Worldwide hosts its signature event: the M&IW Summit. It is an opportunity to bring together our network of customers, employees, and supplier partners to connect in person, showcase industry best practices, and explore how to enhance future events.
2024 Event Objectives
To grow our business with our current customers and prospects while elevating our brand through thought leadership.
To strengthen our culture and One Team spirit through relationship building and connection. Also, to align company vision and strategy as well as share successes, opportunities, and inspiration for the future.
To develop our supplier partnerships and demonstrate M&IW’s strong presence in the industry as a leader and innovator with a commitment to excellence.
To demonstrate and beta test new ways of incorporating elements into events including technology, services, marketing techniques, brain-based event design, and supplier partnership collaborations.
To showcase the M&IW culture that is engaging, knowledgeable, fun-loving, and relationship driven.
Creative Approach
Theme
After two years of the theme Journey to World Class, 2024 introduced a new theme for the M&IW Summit: SOAR.
This Summit was about intentionally stepping into our strength and our ability to boldly compete in the marketplace like never before. There was also a strong focus on neuroscience-based event design that engaged attendees’ senses. However, our event objectives weren’t just about the logistics; they were about the attendee experience and SOARing above the expectations of our customers and ourselves.
Design Elements
The creative design blended the Summit’s aspirational vision with MI&W’s authentic, grounded approach. This unique combination kept our audience engaged, motivated, and excited while delivering strong messages and visuals that added to their sensory experience.
Color Palette
The overall color palette reflected both the light colors of the sky and darker colors to keep us grounded. There was ample use of white space with intentional balancing of light and dark to create a feeling of soaring.
Graphic Elements
Angled lines demonstrated our forward trajectory, as did the small triangles used for accents and as bullet points. They visually created a sense of movement by directing the viewer’s eye without overpowering the main visuals. When used over negative space, they helped make that space appear more intentional and connected to overall look and feel.
Imagery
All photography and visual imagery included aerial shots to make the viewer as if they’re soaring or taking flight. Aerial shots also reflect a wider physical space as a nod to M&IW’s goal of pursuing large events in big cities.
Typography
The font used for SOAR in the logo was Aquawax with UltraBOLD, Avenir, and OpenSans as supporting fonts. Aquawax was specifically chosen because of its rounded edges, reflecting our flexibility in the event space. All fonts were used both as solids and as outlines with negative space to create both grounded and airy looks as needed.
Creative Execution
Videos
To keep videos from becoming repetitive, a variety of treatments were used for the logo. All played with the use of negative space to create the open, airy feeling associated with soaring. For videos with music, an upbeat song was chosen to build excitement; the song also included “whooshing” sounds that invoke flight.
Results
Customers
Employees
Suppliers