Brand identity and visual system for Summit Engine, the only event software created by global event leaders.
In 2020, I led the brand strategy for Summit Engine, a new event software developed by the team behind Web Summit. From in-depth research to positioning and art direction, I helped shape a brand that reflects true industry expertise.
Strategic foundation
Our core insight became the brand’s positioning: Summit Engine is the only event software created by event leaders. Backed by over a decade of experience running some of the world’s biggest tech events, this product is built from real, on-the-ground knowledge.
The positioning is built on four pillars:
– Differentiation – A clear USP that sets the product apart
– Trust – Credibility rooted in Web Summit’s proven track record
– Empathy – A voice that says “we’ve been there too”
– Connection – A brand that feels like a supportive partner
Visual identity
The logo—a custom wordmark—subtly nods to Web Summit, establishing familiarity and connection. The icon reflects three ideas working in sync: insights, automation, and experience—all powering seamless event delivery.
The visual language of the brand combines two devices: connecting shapes and expressive strokes. Each of these graphic systems helps reinforces the identity.
The connecting shapes are designed to emphasise the idea of meaningful connections, key benefit of the product. Additionally, the expressive ink strokes, as a secondary graphic asset, introduce a human and personal touch of spontaneity.
Project included:
– Creative strategy and art direction
– Naming
– Brand development, visual system, guidelines
– Marketing assets
– Print and online application
– Swag and merchandise