Project Description

2017 Asia-Pacific Regional Conference

UNDERSTAND / ANALYSE

In November 2017, over 1000 business and political leaders from Australia, Germany and Asia, including Prime Minister Malcolm Turnbull and German President Frank-Walter Steinmeier, gathered in Perth for the inaugural Asia-Pacific Regional Conference.

The aim of the event was to explore business opportunities between Australia, Germany and the Asia-Pacific region. Perth was chosen as host city as it is perfectly positioned as a gateway into lucrative Asian markets.

POSITION
German inventions and Australian ingenuity have always played off each other,

with world-changing results.

BRAND PROMISE
Imagine what Germany and Australia can achieve if we come together.

IDEATE

A logo was created to symbolise the merging of Australia and Germany, with its interlocking symbols in green, gold and red. It is a visual representation of the theme of the conference: coming together.

This idea was carried through to an online video that showed how the two countries have a long history of inspiring each other, revolutionising technology, health and the automotive industry along the way.

PLAN / IMPLEMENT

Braincells worked with the German Australian Chamber of Commerce to create the brand identity and marketing materials for the conference. A website was launched six months prior to the event to raise awareness and take online bookings. This was supported by press in targeted publications and electronic and printed promotional material.

For the event, braincells designed and produced an array of material including programs, pull-up signage and menus.

Local and international media covered the conference closely, giving the logo worldwide exposure.

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