NIGP’s Virtual Conference is an online networking and educational experience hosted twice annually for public procurement professionals. It’s designed as an energy boost of actionable information and connections that help procurement professionals stay focused and inspired through their daily challenges.
When nearly all NIGP’s event offerings shifted online in 2020-2021, VCON needed a distinctive visual identity and core brand messaging framework to differentiate it from other offerings and draw an excited group of attendees to participate. Mekanic developed key messages and a visual theme devoted to the idea of shared challenges and echoing one another’s experiences. After a year of procurement challenges stemming from the pandemic and beyond, procurement practitioners needed an environment to share what they have been through and find the inspiration to keep moving forward.
The primary visual concept was inspired by parallel linework that builds on the NIGP parent brand and evokes shared experiences and energy. The lines are flooded with a vibrant, colorful gradient, suggesting the subtleties and complexities procurement professionals must navigate in their daily work and the echoing of support they hear back from their colleagues. In select applications, the bold theme was paired with duotone silhouetted imagery, spotlighting an empowered and diverse community of energized and focused professionals. Messaging emphasized the opportunity to find new energy, connections, and the most relevant topics surfacing in public procurement. The visual identity includes both warm tones and cool tones for the winter and summer VCON sessions.