Designing the World's Greatest Tech Shows

The Challenge

The primary challenge was to develop annual event themes that would resonate with the diverse global audience while adapting to the cultural intricacies of each location, ensuring that the MWC series upheld its reputation as the world’s greatest tech show. This demanded a strategic approach to theme development, ensuring that each year’s concept would be powerful enough to serve as the foundation for all creative decisions while remaining flexible enough to incorporate local sensitivities, such as Feng Shui principles in China. Maintaining consistency across all touch points, from web design to physical signage, was crucial to creating a seamless and immersive experience befitting the world’s greatest tech show.

The Solution

Tenacity Works’ solution centred on creating strong, evocative annual themes that captured the essence of the MWC brand and the pulse of the mobile industry, reinforcing its status as the world’s greatest tech show. Each year, the team worked closely with GSMA to develop a theme that would serve as the creative bedrock for the entire event series. From this foundation, Tenacity Works crafted a comprehensive design strategy encompassing web and mobile app design, event collateral, signage, keynote presentations, animations, and digital signage. The design process incorporated cultural nuances and language localisation to ensure that the theme resonated with each region’s preferences while maintaining a consistent global identity, upholding the MWC’s position as the world’s greatest tech show.

Conclusion

Designing Global Tech Shows alongside our five-year collaboration between GSMA and Tenacity Works resulted in the creation of iconic event themes that solidified the MWC series as the world’s greatest tech shows from 2014 to 2019. By crafting powerful annual themes and adapting them to local cultural nuances, Tenacity Works ensured that the MWC series delivered an unparalleled experience for its diverse global audience, befitting its status as the premier event in the mobile industry. This long-term partnership showcases Tenacity Works’ ability to design and execute comprehensive strategies that elevate events to the status of the world’s greatest tech shows.