OVERVIEW
Founded in 2015, the B2B Marketing Leaders Forum is APAC’s largest conference for B2B marketers. In need of an updated look, the brand partnered with Just Global to debut new branding for their 2021 event.
OBJECTIVES
After years of lackluster branding, B2B Marketing Leaders Forum set out to redefine the image of typical B2B. The new visual identity set out to prove B2B doesn’t have to be predictable.
EXECUTION
Together with B2B Marketing Leaders Forum, Just Global uncovered a fresh take on what always existed beneath the surface of B2B marketing. Data. Beautiful data.
RESULTS
The new brandmark and visual identity system provided B2B Marketing Leaders Forum with a dynamic brand platform befit for their many offerings across their audiences of world-class marketers.
Overview
Some logos aren’t always that obvious… until they are discovered.
Just Global took this subtle approach to design for the rebranding for their client, B2B Marketing Leaders Forum, the largest community of B2B marketers in APAC.
Founded in 2015, the B2B Marketing Leaders Forum is APAC’s largest conference for B2B marketers. Launched at their annual event, B2B Marketing Leaders Forum APAC 2021, the new branding system builds upon the classic bar chart – a ubiquitous icon within business – and instead delivers something entirely fresh.
Objectives
Why is B2B content always described as boring? Because historically, it has been.
Just Global and B2B Marketing Leaders Forum set out to break the status quo. Since its founding in 2015, the brand has grown its presence across the APAC region year over year on reputation alone. While the brand has always had a clear mission, it lacked a visual identity that articulated what the brand stands for – data, analytics, revenue and growth.
Execution
Keeping the brand’s reputation and mission top-of-mind, Just Global took the ubiquitous bar chart famously associated with business and reworked it into the new visual identity. The new brandmark is formed by deliberate adjustments to the height and formation of the bar chart to create, “B2B.”
The new logo cascades into an entire communication platform for collateral and other events within the organization’s portfolio, showing B2B audiences (whom are all too familiar with quarterly sales reports and cloud-based digital dashboards) that a fundamental icon of business can still be presented in original and arresting ways.
Since our launch in 2015, we have been through so many logo designs and designers, some that only used stock footage. So we’ve never been able to articulate in the brand logo what the B2B Marketing Leaders Forum stands for. This is why, I am so grateful and in awe of what the Just Global team has managed to do. They have fully understood my business and they have been able to represent that in a way I never could have imagined. It is so simple, yet so impactful and clever, as well as being versatile across all the brands within B2B Marketing Leaders Forum. To me, the graph in the logo represents everything we stand for, data, analytics, revenue, and growth.
Results
The new brandmark and visual identity system have provided B2B Marketing Leaders Forum a dynamic, consistent, and arresting brand platform befit for their many offerings across their audiences of world-class marketers.
Using earned and organic interest alone, the video announcement for the rebranding was praised by editorial publications and received above benchmark engagement and view-through rates. With a 217% increase in Australian traffic to the B2B Marketing Leaders Forum website, the new branding proved to be a success.
PRESS COVERAGE
Campaign Brief, “B2B Marketing Leaders Forum Builds Upon The Classic Bar Chart in New Rebrand via Just Global“
LBB Online, “Just Global Rebrands B2B Marketing Leaders Forum“
AWARDS
Hermes Creative Awards: Platinum, Branding Refresh; Marketing Materials
Hermes Creative Awards: Gold, Logo
