P004 → LinkenIn Branded Events Playbook (2018)
What it is:
Aligning LinkedIn’s branded events with their recent brand refresh, creatng an event-specific playbook using the existing brand book as a foundation.
Project Type: Brand Strategy + Design
Role: Creative Director - Wolff Olins
Scope: Research + Design Strategy + Design Guidance
Aligning LinkedIn’s branded events with their recent brand refresh, creatng an event-specific playbook using the existing brand book as a foundation.
Project Type: Brand Strategy + Design
Role: Creative Director - Wolff Olins
Scope: Research + Design Strategy + Design Guidance
Primary Research: Event Visits
After observing several LinkedIn events, we believed that the physical brand needed a structural and strategic overhaul that reflected the warmth and humanity of their new digital brand.
Primary Research: Stakeholder Interviews
Spending time with internal team leaders showed us that there was self-awareness about the lack of brand cohesion, and by asking for their input we got tacit buy-in, company-wide.