Through a facilitated brand discovery session, we aligned the project goals of the project lead and two other stakeholders. We then established Aptitive’s Brand Recipe, which included a clear brand strategy, positioning, messaging, the target attendee, user profile, the customer journey, brand attributes, and creative direction.
After, we proceeded with the visual expression of the Brand Recipe through the Brandscape, which was a visual summation of the event’s brand, using a carefully curated and strategic blend of typography, textures, images, and colors. Once Aptitive approved the Brandscape, we were able to create marketing collateral, which included wayfinding signage and booth banners.
Through developing a clear creative direction with the Brand Recipe, Brandscape and Brand Strategy, Aptitive was able to leverage their in-house team to round out the other necessary collateral. They created digital invites, projection graphics, digitals ads and more to create a truly cohesive brand experience for the attendees.
Brim was selected to establish brand strategy and identity for Aptitive’s 2nd annual “(data) Science Fair,” a conference for tech professionals in Chicago, with the goal of creating excitement for the event, increasing attendance, and attracting new talent.
Brim met and exceeded Aptitive’s goals for this event. The 2nd annual “(data) Science Fair’s” attendance skyrocketed from the year prior. They also received increased press coverage and fielded an influx of job inquiries from tech talent, which led Aptitive to a rapid expansion of their team. They continue to hire new talent even during the pandemic.
