2022 PROFESSIONAL DEVELOPMENT CONFERENCE
PMISAC (PROJECT MANAGEMENT INSTITUTE OF SOUTHERN ALBERTA CHAPTER)
THIS CASE STUDY IS BEST VIEWED ON DESKTOP
PMISAC’s annual Professional Development Conference hosts not just their 200+ members but also Alberta’s Project Managers looking to discuss, learn, and build their skill set within the industry.
In 2022, we were asked to build their conference’s brand, the first after COVID canceled the previous year, This brand needed to speak of forward momentum while acknowledging the past.
This is how we envisioned it.
We understood immediately that the palette we chose needed to be bright, to evoke confidence after COVID.
Thankfully, PMISAC’s brand already held positive colours and we decided to draw from it so that we had a callback to them as an organization rather than a completely different brand that didn’t connect.
We took their blue and orange, added light beige and reduced opacity to create dynamic in our assets.
For typography we needed something that would melt into the overall brand. We had to shy away from brash as the demographic was drawn more to simplicity, therefor we chose the font family of Averta.
Here we had the clean lines of Helvetica with a slight change in presence when moving between weights.
Averta Semibold was used as the primary whereas Averta light was chosen as the secondary.
In needing to draw attention to the past but focus on the future we chose circles as our element.
The outlined circles to the left denote the past, present but not heavy. Opposite to the sits fully coloured circles representing the future. The transparent nature of the right circle allows it to take on the colour of any background, something you can see in the social assets.
This is meant to show the ever adaptable nature of the conference.
The logo itself is meant to be a logotype that can sit on its own. A simple reminder of forward momentum shown in the rotated chevron allows for symbolism to take a bow.
In creating the social assets, we got to play with our colour palette a lot more.
As you can see below, the Instagram Stories evoked a retro-esque feel that alluded to idealizing the future. The logomark got to play a more prominent role here as well, with all other elements supporting it rather than the other way around.
Within all social assets, we avoiding solid background colours by creating a transparent background and adding an image of an audience behind it. This gave the design more depth and helped them stand out.
The 2022 PDC brand was very well received by the board and conference attendees, successfully drawing attention to what laid ahead and not the prominent discussions of COVID that sat in the air at the time.
The social media campaigns allowed the brand to breathe and reach a wider audience beyond the 2000+members, helping to create a very successful 2022 conference.