# Designing a Scalable Brand for Connect Events

> Source: https://layers.studio/work/connect-events

Creating a Unified Visual Identity for a Multi-Sector Events Series

**Year:** 2024

**Client:** Connect Events

**Industry:** Events

**What We Delivered:** Branding

## Introduction

Connect Events brings together professionals from tech, design, gaming, and IT to create engaging, cross-sector experiences. Their mission is simple but ambitious: to spark innovation, drive collaboration, and foster meaningful conversations across industries. Whether the goal is to learn, connect, or share big ideas, each event is designed to be a welcoming space for creativity and knowledge exchange.

## Challenge

The Client approached us with a challenge: to transform their early-stage brand, Connect Conferences, into a future-facing identity that could grow with their evolving event portfolio. They needed a strong parent brand with the flexibility to support multiple sub-brands, including Tech Connect, Creative Connect, Gaming Connect, and IT Connect. It had to feel modern, professional, and scalable, with a clear visual system that would stand out in a crowded events landscape.

## Discovery Workshop

To kick off the project, we conducted a discovery workshop with the client. This session provided an opportunity to delve into their vision and gather key insights that would inform the creation of the brand's identity. We explored their overarching goals, target audience, product details, and specific needs, ensuring an understanding of their aspirations and objectives.

## Naming

The first step in the brand creation process was to address the name, Connect Conferences. The client expressed concern that the name pigeonholed the brand into solely hosting conferences, whereas she envisioned expanding into other types of events in the future. We addressed this by evolving the name to Connect Events, which we felt was broad enough to convey their core focus while accommodating their future aspirations.

## Brand Visuals

The brand we were developing needed to represent not only Connect Events but also the individual events under its overarching umbrella. This required creating a cohesive brand identity that could seamlessly adapt to different names and event types. We accomplished this by creating a distinctive and recognisable ‘C’ mark that remained consistent across all identities, while using colour to differentiate the sub-brands. Teal was chosen for Tech, Orange for Design, Green for Gaming, and Pink for IT, ensuring each sub-brand maintained its unique character while staying unified under the parent brand.

The concentric ‘C’ mark was designed to symbolise the connections fostered at these events. The design subtly references a speech bubble, with the triangular shape in the bottom left representing the conversations from event speakers and the networking opportunities that bring attendees together.

To unify the brand identity, we developed strong visuals and brand patterns to complement the overall design. Drawing inspiration from the Connect name and the concept of forming connections, we created a synth wave-inspired equaliser background. This visual element was designed to be both adaptable and cohesive, with its colours changeable to align with each sub-brand’s palette.

## Brand Guides

To ensure consistent and accurate application of the brand in the future, we developed a comprehensive brand guidelines document. This guide details proper usage of the brand, including logo variations, colour palettes, typography, and recommended photography styles. It also provides clear instructions on how to handle the brand elements effectively, as well as guidelines on what to avoid to maintain the integrity of the brand identity.

## Result

The rebrand delivered more than a new look, it provided a solid foundation for growth. With a memorable ‘C’ mark, adaptable colour palette, and vibrant visual language, the new identity gives Connect Events a bold and cohesive presence. Detailed brand guidelines ensure consistency across every event, channel, and audience. Connect Events now has a confident, recognisable identity that reflects its ambitions and resonates across the tech, design, gaming, and IT sectors. With clear guidance and adaptable assets in place, they’re set up to scale their events with clarity and impact.

## Why It Matters

In a crowded space, a strong brand creates real connection. With a cohesive visual identity, Connect Events is now positioned to grow without losing coherence, appeal to new audiences while staying true to their roots, and build a reputation for delivering thoughtful, future-focused experiences that resonate.

> “Working with the design team at layers was a really professional experience. They knew exactly what was required in the project. I was always really impressed with the ideas and design that the design team were coming up with to the point where it was quite tricky to choose! ”

Laura Sharpe, Founder, Connect Events