1. FutureMidwest 2010 Brand Case Study

2. 700 885 people attended the conFerenceADMIT ONE5,138tWeetS FutureMidwest, the regions largest technology and knowledge conference, is a two- day event featuring presentations, networking opportunities and the convergence 8,465717 of influencers who are shaping the Midwests future. individual WeBSite paGe vieWS 19,273FolloWerS on tWitter Formed through the combination of two revolutionary conferences, Module and TechNow, FutureMidwest is a movement comprised of forward thinkers and decisionWeBSite viSitS (in the Month APRIL8 7makers who are taking action to redefine business in the new economy. 120 leading up to the event)# #734tWitter contriButorS BloG poStS or editorial StorieStWeetS per day 3. namedevelopment2010 Great LakesDigital ConclaveKeyWordS: ChangeNew Tech the visionthe name Business2010 MidwestMidwestDigitalFutureDigital MediaEducation Festival | 2010Summit By sparking conversation and collaborationYou have to start somewhere, and it starts with Capture the events ambition to change Entertainment between young, entrepreneurial creatives andthe name. A great name has power. The power the perception of the region from rust beltConversation professionals with established resources, to attract, evoke storytelling and inspire. Anto innovation catalyst Connection FutureMidwest seeks to build the region into aepic, two-day event conceived and designed2010 Midwest Provide a platform for collaborative growthDigital Landscape hub of innovation and technology. to inspire an entire region to move forward Digital Experience initiatives that connect business, media and Communication Expo deserves a great name. technology Empowerment By operating with an online-centric mindset and After deep exploration, filtering and testing, 2010 MidwestFUTURE transitioning from traditional one-way communi- one name separated itself from all the con- Be simple, short and memorable Digital Media MIDWEST cation methods, people will discover completelytone/character:Union new ways to operate a business successfully. tenders: FutureMidwest. One by one, the Be ownable from a trademark and digitalReductionist2010 name exceeded our criteria: domain perspective This new way of thinking is the foundation ofSimplicity Digital FutureMidwest. Detroit Symbolize the ignition and advancementWhat started as a name, quickly evolved into TexturedTechnology ConfabDigital Media of new thinking, ideas and networking a rallying cry. As we say around here, Midwest | 2010 Festival | 2010InclusiveModernAdaptiveConfident AuthenticAre youDigital Experience ConferencediGital Space: 2010 | Midwest 2010 MidwestFutureMidwest.com Digital ExpoFutureMidwest?twitter.com/FutureMidwest#FMW10 4. the identity ROUND 1 ROUND 2 ROUND 3FINAL 2 0 1 0 FUTURE M I DW E S T FutureMidwestFUTUREMIDWEST2010futuremidwest2010 FUTURE MIDWEST future midwest 2010 20102010A name like FutureMidwestIn regard to the final identity FUTURE invokes many visual ideas. selection, we think Time said MIDWESTThe challenge was choosing it best:20the most appropriate one.10As the conference is locatedin the heart of the Midwest, and FutureMidwest also has one ofthe coolest mascots Ive ever seen.is about future trends in digitaland social media, we sought Its a cow wearing a space helmet.an identity that would capture Very appropriate for both what theboth of these dynamics, as Midwest represents (agricultureFUTUREMIDWEST2010 well as have a little fun withthe established perceptionsand traditional values) and theof the region. world beyond. 5. Its happeningAustin Bedell the design Jay Adelson presenter The goal with the design of the conference materials was to integrate the identity through all the touchpoints, while continuing to have some fun with it. When your logo is a cow wearing a space helmet, havingName Badges fun becomes a little easier.By using graphics of silos and barns, while opposing them with rocket ships, satellites and radio towers, we were subtly saying big things are happening in the Midwest. 6. ! After college, Detroit area, to stay in theI made a choicewhen so many of my friends left. This conference reminded me why I chose to stay there is a raw passion here that you cant find anywhere else. Im excited to be a part of the renaissance. Trisha Attendee Website Homepage the Web The FutureMidwest web strategy was to create an environment that highlighted the speakers and their content, while also providing attendees and fans with an avenue through Twitter and the FutureMidwest blog to communicate and connect with the speakers. The site, blog and Twitter ? page were all designed to keep the brand message consistent and to create an innovative online experience. Website Content Page Twitter Page 7. the event Branding One thing of for certain,is if the goal the organizers The event branding materials were designed to provide brand consistency of FutureMidwest 2010 across every touchpoint. From welcome packets to badges, t-shirts and was to educate, inspire gift bags, the space cow was integrated and everywhere. As the brand evolved, multiple, unexpected ways for the space cow and the message and motivate the attendees to be applied presented themselves. mission accomplished! The overwhelming themes Ive been reading are about taking this energy and excitement beyond just a 2-day conference and making it a part of every day life in metro Detroit. Patrick Reyes AttendeeProgram Agenda Thank You CardDirectional Signage T-Shirts 8. @teahousemusic: the outcomeFutureMidwest started as a conference, andquickly evolved into much more. Its a catalyst @tverma29 Amazing video @mwygnal: @bethkostecki: Detroit we @MattMyftiu: Wishing @airfoilpr: Hey Detroit, theneed to talk more about the everyone an entertaining Our challenge was clearly laid out for usfor careers. Its a showcase for the talent of Future is HERE #youreit! @sazbean: thank you #FMW10 - some & amazing event. Honoredlove. this. event.and educational weekend.a region. Its a forger of relationships, both great presentations - definitely some to be here & excited to amazing things happening right from the start. How do you brand a conference that is all about innovation?personal and professional. In summary, #FMW10 new things to think about be a part of #detroits #FMW10 #+detroithere #FMW10 [reporters Cool event. The future is 1:38 PM / April 22ndnow, after all. #FMW10 And more importantly, how do you makeits now a movement. In one weekend, 11:39 AM / April 17th renaissance #FMW10#lovelansingare listening ...]8:49 AM / April 16ththe conference grew exponentially, and 1:12 PM / April 16th that brand innovative? It could only bethe excitement for next year is palpable.8:06 AM / April 17th4:11 PM / April 16th achieved with a concept that was ultimately innovative itself. In short, we did it withThe attendees, the sponsors, the conference@terrybean: reading the@spychresearch: Seriously@tkpleslie: Great tweets deep thinking and cutting design.@mikekmcclure: Huge globs offounders and everyone involved with cannot thank you all enough!! @detroitunspun: Shout back@blagica: giving the midwest about @FutureMidwest conf. tweets from #FMW10 isknowledge are hitting me fast &FutureMidwest walked away with the same I def feel the Detroit love here#FMW10 Are YOU ready for aprops...there are a TON of talentedright now @CharlieCurve. Im We began with a name, which clearly spelled making swell up with pride furious at Future Midwest today. out the intentions of the conference, and we thing: exceeded expectations. at #FMW10. #FMW11 is gonnaNow talking data & analyticsRenaissance of Our Region?people in this region! #FMW10learning a lot just from watching for #detroit. Way to go4:08 PM / April 16th12:56 PM / April 16thyour stream! #FMW10 ... supported that name with an identity thatbe EPIC!! #FMW10BeforeAfter@futuremidwest team! 11:36 AM / April 17th 7:53 AM / April 17th 8:40 AM / April 16th expanded upon those intentions. Then, atRebranding Rebranding12:54 PM / April 17th every touchpoint, the space cow was there as a shining beacon of the innovative future @Bethharte: i have of an entire region. The conference materialsparticipants 200 700never seen a city so@pulse2dotcom: echoed the brand values and the experience @cat577: real s*&! iS@detroitunspun: Southfieldsreally feeling the @SeMinurse: The @future- @jordanzurack: Thank you to happening here. - own Jay Adelson is busyhard core passionate we wanted people to walk away with.Speakers 1018 @FutureMidwest for such anencouraging #FMW10 crowdabout technology,environment & vibe atmidwest logo is cracking educational event! #FMW10 Ben Smithee #FMW11to unlock their crazy. We need #FMW10 -- how cool me up - wtf is that thing? And the results were astounding. Every social media and their person involved with the conference wasSponsors 1 1812:54 PM / April 17th theme??? #FMW10 crazy to innovate. 4:22 PM / April 16th city as detroit ...does this look?!?!?8:11 AM / April 16thblown away by the response. From a10:57 AM / April 17th12:44 PM / April 16theducation 1:18 PM / April 16th numbers standpoint, the attendees, the 3.510 hours of learning and the hours of interaction(Hours)@tgambee: please excuse tripled from the year before. And sponsors networking @Brandtlc: excellent presentations! @mwygnal: My cow isthis geek fanboy moment,3.59.5 @charliecurve: Three cheers @JorgeMSu: @futuremidwest has@aboutpunkmusic: How went from one to 18 after the rebranding.(Hours) Great speakers! thank you for @zachlipson @adrianpittman cooler than your cow. me thinking about what Im reallybut @futuremidwest ismany of you folks at #FMW10 @FutureMidwest for producing an & @jrwolfe. The @FutureMidwest#FMW10 --nice! are feeling pretty inspired by good at and how I can help people. happening and its amazing event! #detroit #FMW10Conference is a phenomenal ...4:19 PM / April 16th all of this? #FMW10What do you all think Im good at? aWeSoMe!! #FMW10 11:54 AM / April 17th 10:07 AM / April 17th1:18 PM / April 16th 10:49 AM / April 16th/via @daveMurrCorporate Sponsors:7:57 AM / April 16th@tverma29: amazing video & @tverma29: love the energy@Spychresearch: @DaveMurr dude,amazing event. honored to be @Evyfindstheway: Really like and excitement of #FMW10 @solao: @Future@michellemoser: Love howyou guys really killed it!! Thanks for the clip from #FMW10- its notthe invite, so glad I could be a part ofhere & excited to be a part of just a conference, its a beginning have so many ideas forming Midwest excellentspeakers @futuremidwest are fast#detroits renaissance #FMW10talkers. No wasted time. #FMW10this! #FMW10 #awesome ...8:06 AM / April 17th of two-way communication. i cant get them down fast turn out! #FMW10 7:56 / April 16th11:54 AM / April 17th4:15 PM / April 16thenough #FMW1010:49 AM / April 16thtwitter chatter 1:17 PM / April 16th 9. FutureMidwest Ice Sculpture Daggerfin 2010 | daggerfin.com