Refreshing a conference's visual identity

The Pan-Baltic Infrastructure Summit is a conference exploring Baltic infrastructure and its development. The third Infrasummit took place in October 2019 in Noblessner Foundry, a former submarine factory in Tallinn.

Homne's long-time client, Miltton – the consulting agency doing the communicational-organizational magic behind INFRA 2019 – turned to the agency with a request to refresh the visual identity and design the materials for the conference.

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Bring life to infrastructure

The next step to refreshing something existing was research to understand and analyze the visual identity used so far. Although being on the more formal side, the goal was to inject some freshness and boldness to the visual language.

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The logomark as the infrastructure

Throughout the design process, the source of inspiration was the robustness of infrastructure and its large-scale projects. The existing logomark gave a good starting point to develop a solid visual identity around it since the visual clues reflected the nature of the brand very well.

  1. The speech bubble symbolises the networking and the avalanche of ideas discussed at the event.
  2. The hashtag could be seen just as it is, or, instead, as railway tracks, representing an essential part of the infrastructure.
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Give the logomark spotlight

The previous logomark is revamped and put in the spotlight by increasing its flexibility.

The fine-tuned colour palette breathes new life into the visual identity. For liveliness, the dull pink got a nudge. For contrast, dark blue and light grey also help emphasize formality.

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A strong foundation for years to come

As a result, the updated visual identity got an up-to-date look and laid a strong foundation for the following years.

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The client said that …

"During Infrasummit, you showed your ability to create a long-term work plan with the client and keep up with the fast pace and changes that are inevitable when it comes to organizing big events. Throughout the preparations, you were always present in the moment and came up with ideas I could not think of. The communication was very cooperative and constructive. We really felt that you were there for us!"

Greetel-Joanna Võrk
Miltton
Program Coordinator

Me & Them

Agency: Homne Agentuur
Role: Design Lead, Strategy
Together with: Mikko Leo Selg

Photography: Johan-Paul Hion

© Jakob Päll 2021