Build Smarter, an annual conference hosted by Constellation Home Building Systems, brings together over 400 home builders from across North America to explore industry opportunities and share best practices. In 2024, the Build Smarter team aimed to elevate the conference's status to become the premier event in home building.
To achieve this goal, Build Smarter partnered with CASCO Agency to develop a new brand strategy and identity platform. They sought clarity, consensus, and an identity that would help deliver an unparalleled experience where industry leaders could expect top-tier programming and valuable networking opportunities—an event not to be missed!
Our process began with in-depth conversations about the event, its attendees, and its program. Previously, the conference heavily emphasized its location without establishing a deeper connection to its value proposition—a missed opportunity.
Through discussions with the leadership team and customers, we discovered that the true essence of Build Smarter lay in facilitating connections and knowledge-sharing among industry professionals. This insight shaped our brand positioning: Build Smarter is a safe space for colleagues to connect, share, and learn from each other—where smart builders come together.
This positioning statement set the tone and guided our brand strategy moving forward. We initiated the development of branding elements, starting with the wordmark. After considering multiple concepts, we found inspiration in using speech bubbles as the foundation for the logo and graphic devices. This approach offered versatile ways to express the brand visually to convey interaction.
Embracing the theme of "conversations," the brand expression came to life with each promotional piece. For example, social media posts utilized speech bubbles to create a sense of engagement, while the registration website mirrored the flow of a conversation. We also introduced interactive elements such as a T-shirt activation, allowing participants to personalize their event apparel.
Additional activation ideas incorporated the new brand expression into various event elements to bring the Build Smarter brand to the venue in an impactful way. The launch of the new brand platform at Build Smarter 2024 has generated excitement among organizers and attendees alike, paving the way for future possibilities and growth for the event.
For more information, visit Build Smarter Conference.
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