MMI Annual Conference
An engaging and cohesive brand identity for Money Management Institute's largest event of the year—including a night at the NASCAR Hall of Fame in Charlotte, NC.
VISUAL IDENTITY / BRAND DESIGN / MOTION DESIGN / FLEXIBLE VISUAL SYSTEM
The MMI Annual Conference is Money Management Institute's (MMI) largest event of the year, bringing in over 600 attendees from 200+ member firms and over $1M in revenue.
The event is critically important—it accounts for a sizable portion of MMI's yearly operating budget and is the main touchpoint for the investment advisory industry to connect with our brand. I took the responsibility to develop bespoke conference branding to increase our sales, engagement, and impact while bolstering our overall reputation and visibility throughout the industry.
The Process: Insights, Strategy, Design, & Results
Kicking things off with a comprehensive research and strategy process, I formulated a problem statement and interviewed key stakeholders to get a better understanding of the history and strategy behind the event. I collected the conference's key goals, values, and benefits, created a SWOT analysis (strengths, weaknesses, opportunities, and threats), analyzed our competition and the current state of the market, and presented my findings to company executives.
Taking into account all of the strategic insights gathered in the initial stage, I developed the visual approach by taking inspiration from MMI's master brand (designed by Big Idea Advertising in 2020). I used our three strategic pillars—Connect, Know, and Grow—as a base, then built a modular, flexible identity system that speaks directly to the benefits the conference offers to attendees and sponsors.
The results of my efforts speak for themselves—in collaboration with the programming and marketing teams, my work helped us sell out the conference and beat our overall revenue goal by 32%.
