IMPACT 2012

Keep it going. Drive it forward. Power it up. That was our assignment from Charles Schwab. It was time to brand our fourth IMPACT conference, the premier event for independent investment advisors.

Schwab wanted to build on the success of the previous year’s theme, “Fuel the Movement.” We listened. And we delivered — keeping the momentum strong with “UNSTOPPABLE.” This big, one-word theme perfectly captured Schwab’s vision of the event. It was quickly and unanimously approved — no small feat when there’s a large committee of stakeholders.

For high-voltage energy, we used photographs of colored light rays streaming at the speed of light. These vibrant streaks illuminated the experience and provided consistent branding across all print, digital, and on-site materials. Conference attendees were immersed in light and illuminated by the experience of shared knowledge. Once again, Larsen delivered impact, true to the conference name. We also delivered economy, reducing large-scale printing costs by 55 percent.

“This was my first year at IMPACT. In my 16 years in the financial industry, it was bar-none the most impressive conference I have ever been to.”
- Anonymous attendee

Project: Visual Look + Feel for Annual Conference
Client: Charles Schwab
Agencies: Larsen Design and Splash Events

Team of Eight: Design Director, Senior Designer (me), Account Manager, Project Manager, Engineer, Producer, Writer, and Production Artist

Function: Lead Designer
Role: Verbal and Visual Theme Concept, Guidelines, Print Invite, Conference Guides, Website, Email Templates, Mobile App Promotions, Name Badge, Thank You Cards, and Handouts

Verbal Theme

Our design director, account manager, and I worked with a writer to come up with verbal themes for the event. The theme encompassed several key ideas: reinforcing the Advisor Services story, embrace community, evoke action and engagement, live beyond the event, be personal, and provide future thinking. We brainstormed several options based on stakeholder interviews with our client. When we presented our top-notch verbal concepts, my theme, UNSTOPPABLE, was unanimously approved.

Why did Schwab choose this theme?
This theme is a bold and powerful rally cry to advisors, thought leaders, and exhibitors. It gives unity and inspiration to the many who continually make this industry great. It is a fresh approach on a continual theme, but with even greater simplicity and strength.

visual theme

We conceptually represented UNSTOPPABLE with four mental models: upward direction, capturing momentum, collective strength and focus, and forward momentum. For our first round of visual concepts, we mocked up several concepts on a few different deliverables in order to demonstrate the variability and scalability. The marketing team would select there top two for us to refine before presenting them to the executive team. Schwab approved my concept of the speed of light to represent UNSTOPPABLE.

All Concepts: Round 1

Approved Concept: Speed of Light

Revised Concept: Speed of Light

Final Design and STYLE GUIDELINES

To express the energy and momentum of the RIA industry, we’re using photographs of colored rays streaming upward at the speed of light. They move in concert to show that, together, we are UNSTOPPABLE . In any medium, our designs are spacious and uncluttered, using lots of white and blue with gold or light blue accents to highlight key content. The overall effect is energetic, optimistic, and as uncluttered as possible.