Reviving a Category Leader

International Association of Conference Centers

Challenge
Meetings have changed considerably in the last ten years. Technology is a must, venues have been completely retooled and expectations are far higher. In the past, IACC—the International Association of Conference Centers—was the badge of honor for conference centers, a certification worthy of distinction across the globe. Despite the fact that the association had reinvented and reconfigured their standards to stay progressive with the times, the current perception of IACC was still that of a stodgy 1980’s era association symbolic of old-style meetings.

Solution
Reinvigorate the brand. IACC still had immense value as an association, so we updated and redesigned everything to reflect the association’s vitality, from the logo, tagline and website, to a launch video, collateral pieces and digital banners. After revealing our launch video at IACC’s annual member conference it instantly went viral among meeting planners and conference center venues.