VMware: An exclusive brand for a series of global events
Objectives
- Reinforce VMware’s leadership status in virtualisation software.
- Create and launch a compelling events brand, with an emphasis on exclusivity.
- Attract high levels of attendance from industry thought leaders.
What we did
With many enterprises building out their future business and technology plans, VMware conceived Visionaries in Mobility (ViM); a suite of executive events where leading business minds gather to share their vision of the workplaces for tomorrow.
It was important that the new ViM brand accurately reflected the exclusive nature of the event series. The brand mark was designed to encapsulate the fluidity of the mobile arena, focusing on form and negative space; with the application of a secondary colour palette, the brand was then rolled out to additional locations (including Barcelona, London and San Francisco).
A campaign microsite was created so that full event details, including the agenda and compelling messages from key speakers, could be easily accessed. To support attendance, we designed print and e-invitations as well as follow up email campaigns. The creative was rolled out across all event signage too.
ViM Barcelona was a resounding success where attendance targets were not only met, but also exceeded, firmly establishing the ViM brand.
