THINK 24.
Driving new growth for an established conference.
How a rebrand made a legacy industry conference the one nobody skips.
THINK was already the conference the credit union industry planned its year around. The job was to give it an identity with the same standing, and one that would not need rebuilding every spring.
We built everything on one idea. Experience is Everything describes what three days at THINK feel like, and it names what credit unions actually compete on: members do not choose an institution on rate, they choose on how it feels to belong to one. The exclamation point inside the THINK mark became the engine of the system, working as a picture window, an overlay and a pattern, so a single identity scales from a cocktail napkin to a hundred feet of LED.
It was also built to be handed back. A year badge replaces the annual rebrand, so the brand compounds instead of resetting, and we ran it end to end with the Velera team: the campaign and registration page first, then every surface across two floors of the venue.
The general session was staged by The Lawrence Company across a nine-screen array. We made the films that ran on it and the graphics that carried one picture across nine panels, and cut highlight films onsite while the conference was still happening. Velera’s proprietary research, CU Growth Outlook, got an identity of its own in the same pass.
The general session open, as it ran: one picture carried across nine LED panels and the black gaps between them, a hundred feet wide. Staged by The Lawrence Company. Shown here at its real proportions, not cropped to fit a player.
The room did not just get bigger. It got more concentrated with exactly the people the event exists to serve.
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