Client: International Business Conference (IBC), Northeastern Illinois University
Category: Business Conference / Event Planning
Services Provided: Branding, Brand Strategy, Visual Identity, Marketing Campaigns
Duration: 3 months, 2015
IBC Case Study
IBC launched its annual International Business Conference focused on a specific region. The objective: to establish a compelling, credible brand presence and drive attendance through a robust multi-channel marketing strategy.
Our task was to transform IBC’s brand into one that could cut through the noise of international business events—positioning the conference as a top-tier, must-attend gathering for global professionals.
“Opportunities are global”
The Challenge
IBC faced challenges in positioning its annual conference as a leading event due to an outdated brand identity and the absence of a cohesive marketing strategy.
The lack of a consistent brand presence, no digital visibility or audience-focused collateral, and an underdeveloped visual identity prevented meaningful engagement with its target audience. Without these foundational elements, the event struggled to stand out in an increasingly competitive international landscape.
The Approach
We conducted an in-depth audit of past conferences, competitor positioning, and target audience needs. Based on these insights, we redefined IBC’s brand positioning, developed a bold visual identity, and launched a strategic multi-channel marketing campaign focused on digital-first engagement.
“Compared to last year, this year's IBC felt like an entirely different experience. The updated website made it easy to explore the agenda and speakers ahead of time, and the program brochure was clear and well-organized, giving me a better sense of what to expect.”
— Conference Attendee, Business Development Manager, Singapore
Asia-Pacific Program
Results & Key Deliverables
We delivered a complete visual identity system, a cohesive brand style guide, and an optimized website design. Additionally, we created targeted social media campaigns and high-impact collateral to support both digital and print marketing efforts.
Immediate impact:
35% increase in conference attendance
60% boost in social media engagement
2x growth in website traffic
The refreshed IBC brand not only resonated with its target audience—it positioned the conference as a credible, high-value event on the global stage. With a solid brand foundation and strategic marketing in place, IBC was primed for long-term growth and annual success.
This engagement proved how a cohesive brand identity, backed by insight-driven strategy and execution, can turn an underperforming event into a powerful business platform. The IBC rebrand served as a launchpad, redefining audience pe
Latin America Program
