Lenovo Resonate CAC Summit Branding

THE PROBLEM

Lenovo tasked up with the creation of a program that would help a select group of purchasing decision-makers and industry insiders feel like true VIPs, would be mechanism to facilitate feedback and insight from them, and allow Lenovo to tout the benefits of their latest offerings Lenovo’s.

THE INSIGHT

We knew that a true VIP treatment needed to be an experience, an event. So for the Customer Advisory Council, we created an event program that consisted of an online webinar, a lavish live-in person conference in the beautiful metropolis of Chicago, and a follow-up second webinar. 

THE SOLUTION

The event was titled “Resonate”, which spoke to the ultimate objective of communication and cooperation to get feedback and insights from the Lenovo’s VIP clients and decision makers. The name was also a nod to the rich musical heritage and culture of Chicago, the first host city. For the inaugural conference, we leaned into the music theme. The signage sported images of musicians with instruments and tabletop stickers were made to look like 12″ records. Breakout sessions were called “Jam Sessions” and name tag lanyards became VIP Backstage Passes, all with the aim of treating the guests as industry Rock Stars at the exclusive, invitation-only event. In addition to the conference itself, there were after-hours events that allowed guests to network, unwind, and experience the city. 

I was responsible for the branding and all the related design. I created the logo and look, signage, decor, personalized schedules, emails, landing pages, personalized lanyards, graphics for off-site events, and any other collateral that went into the event as well as a a custom Spotify playlist of Chicago musicians and songs about Chicago curated by yours truly.

THE RESULT

Long story short, we pulled off the impossible and all three events were a such a great success for Lenovo that in 2024 we put on the event again in Dallas. For that summit we had a tie-in with the Dallas Cowboys NFL team and AT&T Stadium, so we pivoted the imagery from a music theme to Texas and football. The result was a delight for all who attended, including a tour of the stadium. The Dallas event garnered even more attendees and greater success for Lenovo.

The third year took the event to the beaches of San Diego where the theme was soccer to capitalize on Lenovo’s partnership with FIFA. It was a resounding success, with even more growth for Lenovo.