The challenge was to create from scratch a whole new concept for a new annual event aimed at connecting digital publishing companies around the world to digital services suppliers so that they could share their expertise, present innovative solutions, and push for new businesses and partnerships. Rather than executing a strictly business solo approach, which is commonly used to promote this sort of corporate gatherings, we focused on the benefits of its venue. By establishing Lisbon at the center stage of our branding strategy, we quickly started to “dig” for the best creative execution to highlight the presence of such a perfect host for this event.
More than a word, we wanted a verb: a straightforward word that calls for action and embeds this whole event into a dynamic atmosphere. More than a name, we needed a link: a concept that could merge both the networking agenda and the venue experience by doing it in a meaningful way with the targets (publishers and providers).
DIG, as a concept, ticks all these boxes: It is a commonly used and simple verb that encourages attendants to “dig” for business and, at the same time, invites them to discover Lisbon as the city that hosts this incredible opportunity. On top of it all, DIG is also short for digital industries, strengthening the whole contextual positioning of this networking event.
The Brand Identity
Simple, modern, and friendly, DIG’s identity combines a minimalistic aesthetic with a deeply digital character. Despite its simplicity, DIG Lisbon embodies a highly versatile visual system made to adapt and endorse a broad variety of communication concepts fueled by a unique iconography collection.
Dig Lisbon’s website is a key tool of communication, engagement, and activation of its brand and a key platform to promote its concept, program, partners and also to integrate all the social network activities made to raise awareness to the upcoming events.
DIG is not a one-venue brand. It was strategically made to last and to reinforce its awareness over the years by extending its reach to other world cities that have the fit to accommodate business and leisure in an exciting and balanced way as Lisbon does.
Being both a verb and short for digital, this naming has vast potential to endorse a wide range of communication claims and concepts to build consistent communication speech wrapped in a fun and engaging tone.
The end result
All elements combined created one original and successful business networking event, one built upon a brand that consistently feeds all the communication needs to ensure a coherent and exclusive brand narrative throughout all its different activation moments. It is a brand that was made to last and to reinforce its awareness over the years by extending its reach to other world cities that have the fit to accommodate business and leisure in an exciting and balanced way as Lisbon does.
Creative Strategy / Naming / Copywriting
Brand Design / Communication Design / UI Design
Project / Production Manager
Website Design / Programming