Reimagining CFA Institute’s flagship events

For 2022, the objective is to connect its global audience virtually – leveraging the online technology we’ve all grown accustomed to.

Creating the event brand

Our team got to work on how to brand this unique event series that would begin with Alpha Summit APAC and Alpha Summit EMEA, both in February, and culminate with Alpha Summit Global in May. We developed a logo style for Alpha Summit that evolved from an existing mark and remained true to the CFA Institute style guide. To support this distinctive marque, we created an engaging design language to be used on a new microsite we developed, as well as in materials ranging from email banners to digital ads.

To encapsulate all that the Alpha Summit would deliver to its audiences, we created promotional messaging that drove a bold new tagline for the event series: “Think beyond the horizon.” We also worked with the CFA Institute marketing and events team to build a three-pronged approach that included a brand strategy, a content strategy, and an event strategy.

The goal for Alpha Summit is to share inspirational and instructive conversations to help investment professionals look ahead and prepare for and shape the future of their industry.

We continue to work with CFA Institute on the roll-out of all the marketing components supporting Alpha Summit, from microsite updates to email and social media promotions to video content. Thinking beyond the horizon, we can already see that Alpha Summit 2022 series will be a big success for CFA Institute.

If you would like to know more about how we can help you fully realise the potential of your marketing efforts through comprehensive brand, content and event strategies, please contact Duncan Shaw in New York, Greg Hobden in London or Gigi Yung in Hong Kong.