Our first challenge in creating the identity was actually naming the event and finding the right tagline. The LinkedIn team wanted something that was aspirational but also conveyed the nature of the event—an ambitious but achievable task.
After a deep discovery phase to understand the vision for the event, we embarked on many collaborative rounds of brainstorming and iteration between our teams. We started with a word-cloud of around a hundred name options, then narrowed it down through each iteration, presenting name options along with our background thinking. This gave the LinkedIn team the context and perspective needed to narrow it down to the final selection:
- Name: CultureMark
- Tagline: “Make yours.”
With this foundation, we started work on the visual identity. While we had a fair amount of creative freedom, we were challenged to maintain consistency with LinkedIn’s new visual identity. That meant everything from logo to typography needed to extend the existing design system. Ultimately, we were able to do this successfully, providing the team with easy-to-use brand guidelines and designed assets ready for promotion.