The planning and execution process took a phased approach. First, Territory facilitated a discovery workshop with key stakeholders to help identify and align on each brand’s conference objectives, clarify the user-centric benefits, establish an integrated flow of key messages and proof points to articulate a compelling story at the conference. After the initial workshop, the focus turned to develop a script for the main stage conference presentations.

The goal in designing each presentation was not to modify the brand’s identity, but to nuance and amplify each message with structure and aesthetics. The last phase focused on branding and style treatment, to make sure all visual elements of the conference were in alignment. The last two phases brought a large team of designers, producers, and illustrators together to create the main stage presentations. Twelve main stage presentation decks were created that mapped core brand messages.

Owners were heard saying that it had been one of the most inspiring and creative conferences they’d attended. With over 3,500 attendees, the conference was more than a success and was both engaging and effective in communicating to Owners/General Managers the message and story that IHG wanted to convey.