Challenge: Professionals In Human Resources Association (PIHRA) is a professional organization that exercises the most contemporary practices in human resources through networking, learning and advocacy opportunities. PIHRA came to Bates Creative with the task of brainstorming, developing and executing a new theme and concept for its third annual California HR Conference in 2015. The conference itself is the second largest regional conference for HR professionals in the U.S. with more than 2,000 attendees, but the young conference wanted to stand out from its competitors. With more than 120,000 HR professionals in California, PIHRA had the goal to engage with at least 115,000 of them with an event brand identity that resonated with its unique California-based roots.
Solution: Bates Creative approached the event branding project by concepting the theme for the three-day conference: Exceptional HR, Distinctly CA. With the focus of staying true to the “local California” image, the team selected a bright color palette of golds and blues to symbolize sunshine and the beach as well as large imagery of the area and photos of attendees to set the tone for the conference. Knowing that more than 80% of the attendees would be females, Bates Creative also selected feminine typefaces with curvy edges to compliment the imagery and color scheme to appeal to this audience. These elements nodding to California’s identity are consistently designed throughout all conference marketing deliverables, both onsite and online, including its website, brochures, flyers, postcards and registration forms.
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