New York City Business
Innovation Conference
Innovation Conference
A future-proof brand for next-generation leaders
Drawing leaders from the world's biggest brands, the New York City Business Innovation Conference (BIC) is an annual meeting place for those creating the future. The conference features a range of speakers, panels, and corporate decision-makers offering an inside look at how brands are not only capitalizing on the latest technologies, but planning for the next wave of disruption as well.
In need of branding that straddled the line between corporate and eye-catching, conference leadership wanted to stand out in the world of business events and look relevant for years to come. With this in mind, I created a new logo, style guide, icon set, and a set of marketing materials that ensure the BIC will be making waves for years to come.
The key colors—an electric green and a bold blue—stand in stark contrast to the muted colors of the business world. The blue and green are a subtle but important nod to the planet and the key role of sustainability in business. By weaving these colors into the brand, the organizers hope they serve as a rebuke to the notion that sustainability inhibits growth; on the contrary, it's poised to become a competitive edge for those that make it a central to their business model.
Basing the conference in New York City was a conscious decision to draw on the city's energy and position as of the global capital of innovation of all kinds—from business to technology to architecture.
Long inspired by the city's towering skyscrapers, architecture was an important element of the brand, as it was a visual representation of growth and ambition. Specifically, the choice to center the World Trade Center as the brand's logo mark draws on the tower's symbolism of strength and resilience.
Representing the fluctuating nature of business and technology, the waveform is a central brand element that counters the more classic typography. Whether static or dynamic, the wave is the perfect abstract element for badges, business cards, posters, and other printed materials.