CASE STUDY
Propelus 2024 Summit: Hustle & Heart
Branding for Propelus’ company growth summit.
Logo Design
Branding
Presentation Design
The Project
2024 Summit Branding
Propelus, a software company in the healthcare industry, required branding for its internal company summit.
The goal was to bring business segments together to foster team-building and clear alignment on strategies.
There would be workshops, keynote speakers, competitive challenges, and recognition awards.
The Approach
Identify Themes and Choose Direction
After identifying the key themes;
Analog; participants encouraged to use notebooks instead of laptops
Different perspectives and backgrounds coming together to mesh ideas and learnings
Foster growth and a sense of achievement
The concept direction was chosen:
Bold, confident, excitement, passion
Visual elements to represent the unification of two concepts:
“Hustle” and “Heart”
Collaboration between departments
Handcrafted feel to represent human connection and analog theme
The Solution
Tying in the brand elements, along with a bold, edgy, DIY, unpolished esthetic.
Using a custom, hand-drawn font, we landed on an energetic and bold typeface.
Propelus’ propeller logomark was filled in with a rough texture to give it a handcrafted feel.
The supporting graphics, the textured and non-textured semi-transparent “washi” tape, overlap one another to convey the “meshing” of different departments coming together at this summit.
The combination of all the “DIY”/rough elements represents the “analog” theme (participants writing in physical notebooks, instead of using their digital devices).
And lastly, we reinforce the company’s brand by including its main color palette in the event branding.
Deliverables:
Branded presentation templates
Shirts
Custom workshop notebooks