BACKGROUND
Producing an international convention or in particular, a large medical congress, is a mammoth task and a small number of companies have the skillset to put it all together. Companies like Agenda in Dublin do it very well and do much more besides.
The Agenda board asked Principle to help them refocus the Agenda brand, creating a new identity and a clear brand proposition.
BRAND STRATEGY – GETTING UNDER THE SKIN
Understanding Agenda’s unique relationship with an Association client was key to the project. We undertook a series of workshops and meetings with key personnel to begin the process.
We found that it’s a long term in-depth relationship they have with their clients, one where Agenda take over all corporate, administrative and commercial activity, allowing the Association board, generally a group of medical professionals, to return to their practice.
BRAND PURPOSE – DRIVING DYNAMIC ASSOCIATIONS
It unfolded in discovery that Agenda’s brand purpose is to empower medical associations so that they can lead their communities with strength and purpose.
Ultimately, we knew that a membership that is growing, that interacts and is engaged with the Association is a KPI for a company like Agenda. Our verbal brand solution supports this with a number of key propositions that are encapsulated in the dual intentioned tagline ‘Driving Dynamic Associations’.
BRAND IDENTITY – TAKING SHAPE
The nature of Agenda’s relationship to its medical Association client is that they take their shape, functions and even their name. We explored this concept of shape changing and adapting to meet Association requirements.
Our solution was to design a flexible graphic system that flows from the Mark, ‘a’ for Agenda, and can be adapted throughout all their collateral. The result is a cohesive, flexible and ultimately unique identity system that will serve Agenda in its core purpose.