We built a brand to showcase an annual conference & expo that is visionary, progressive, and a breeding ground for lucrative partnerships. A rebrand of our association client – NACAS – included a brand evolution of its flagship event as well. The former title of their conference simply borrowed from the association’s name, which presented the possibility for market confusion among prospective members and first-time event attendees. Year-over-year the conference had also experienced plateaus in registration sales, and a larger-than-desired percentage of repeat attendees.
We renamed the conference & expo to differentiate it from the overall association membership experience. The new name – C3X – is presented with the tagline “CULTIVATE CAMPUS COMMERCE”. These three words act as the pillars that communicate the event’s purpose, as well as the outcomes that participants will gain. The X represents the expo component of the event, which is critical to the value that attendees seek. While the association’s purpose is to foster community engagement within an industry (a purpose shared by many not-for-profit organizations), a primary purpose of C3X is to foster opportunities for higher education leaders to negotiate business deals with campus service solution providers – deals that generate revenue for both sides of the partnership.
The C3X solution was built out further in an extended brand architecture system to offer a similarly progressive and complementary design solution for the association’s regions as well. The regions – each producing their own annual event – will adopt “CX” as the event name, which uses CONNECT & EXCHANGE as the tagline. This tagline sets the foundation to tell a larger brand story that events attended at a regional level are equally important, yet offer the distinct benefits of cultural relevance, intimate interactions, and the ability to easily isolate one’s needs and have them fulfilled.