Charles Schwab Advisor Services’ main event for each year is IMPACT. This exclusive event is invite only and is the biggest event in the industry. Advisors come together with influential presenters, exhibitors, and subject-matter experts to learn about and collaborate on key issues and best practices. Every facet of the conference is designed to help Schwab clients and partners stay at the forefront of the industry.
In 2013 the theme was “STAND UP. STAND OUT.” In its 22nd year, IMPACT 2013 is about advocacy for clients and the industry. This aligns with our location, Washington, D.C., the center of political influence. A big part of advocacy is giving voice to others, an idea we represent with quotation marks. These marks are used a few ways: for expression, for direct quotes, and as graphic elements. When integrated with photography, quotation marks should be used in a smart, knowing way. They work as visual metaphors for speech and voice, connecting to the larger thematic idea of speaking and being heard.
Imagery for the event emphasizes the source of the voice: people. The images for IMPACT 2013 are elegant, highly personal close-ups. They emphasize personality, character and an emotional aesthetic. These unique images are up close and personal, inviting, rich, and bold with a wide range of expression.
Project: Visual Look + Feel for Annual Conference
Client: Charles Schwab
Agencies: Larsen Design and Splash Events
Team of Eight: VP of Creative, Senior Designer (me), Account Manager, Project Manager, Engineer, Producer, Writer, and Production Artist
Function: Lead, Senior Designer
Role: Visual Theme Concept, Guidelines, Conference Guides, Responsive Website and Email Templates, Mobile App Promotions, Print Invite, IMPACT Digest, Name Badge, Thank You Cards, and Handouts
Verbal THeme
Our challenge for 2013's theme was that Schwab wanted IMPACT to be about advocacy for clients and the industry. The location was also in Washington, D.C., the center of political influence. Overall, IMPACT should also be relevant, inspirational and unique.
Our recommended theme for 2013 was "STAND UP. STAND OUT." This verbal theme best supports the idea of advocacy and provides a strong call to action.
Visual Theme
Schwab gave us a new challenge this year. They asked us to provide visual concepts with three different directions:
1. Unique visual theme with the verbal theme "STAND UP. STAND OUT."
2. Make "IMPACT 2013" the hero theme, with no verbal theme.
3. Explore a visual theme with the new verbal theme and use Schwab's new brand.
We conceptually represented the visual theme with several concepts. Each visual concept was proven out on a few different deliverables in order to demonstrate the variability and scalability. After a couple revisions and reviews, the marketing team presents their top two concepts for the executive team to select and approve. For the second year in a row, one of my concepts, giving voice to others, was chosen as the visual theme.
Approved Concept: Giving voice to others
Concept 2: Generate momentum
Concept 3: Dynamic perspective with "IMPACT 2013" as the hero theme
Concept 4: Campaign Schwab's new brand that launched in 2013
Revised Concept: Giving Voice to Others
FINAL DESIGN and STYLE GUIDELINES
A big part of advocacy is giving voice to others, an idea we represent with quotation marks. The imagery emphasizes the source of the voice: people. They emphasize personality, character and an emotional aesthetic.
The IMPACT 2013 campaign involves four basic elements: verbal theme, secondary messaging, photography and quotation marks. Combine these elements in compelling ways to create a range of expressions while maintaining visual and thematic continuity.
EVENT COLLATERAL
Print Invite
Conference Guide
Conference Digests
Name Badges
Website
Mobile App
