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City-wide event branding for world-class tech shows

Full-spectrum, city-wide event branding

Mobile World Congress (MWC) is held annually in Barcelona, Shanghai and Los Angeles. Collectively, the MWC events attract nearly 210,000 attendees from companies across the broad mobile ecosystem and adjacent industry sectors. We’ve worked with the event for five years now, providing immersive branding touchpoints in a panoply of media and contexts, including the website, signage, multimedia, and attendee collaboration platforms.

Brand Design & Consulting
Event Design & Technology
Web Design & Development

The Problem

The theme of this year’s event is ‘Limitless – Intelligent Connectivity’, incorporating a wide range of topics including 5G networks, the Internet of Things (IoT), artificial intelligence (AI) and big data. Intelligent Connectivity marks the beginning of a new era defined by highly contextualised and personalised experiences, delivered whenever and wherever they’re wanted and needed. So how do you create an expansive ‘medium as the message’ brand, that walks the talk, and morphs cogently across media and contexts, from paper to screen to outdoor and broadcast?

The Solution

We redesigned the brand and extrapolated it across the digital and real-world contexts in a massive rollout: city-wide street signage, soaring skyscraper projections, full venue branding and digital content for the website, app and networking platforms. We even created video pitchside hoarding advertising for FC Barcelona’s 99,000-capacity Camp Nou stadium. From early 2019, the MWC19 brand completely blanketed Barcelona, then Shanghai and Los Angeles, staying visually consistent and on-message across three continents, in three languages.

Technology beyond limits

Delivering web projects at the scale demanded by the MWC series meant solving a raft of challenges across user experience, design, development, and third-party service integration, as well as multi-language and cultural considerations. First and foremost, the sites needed to be incredibly functional and easy to use. Given the audience, it was also hugely important that we delivered a truly world-class mobile experience. Our solution included truly groundbreaking Agenda, Sponsorship and Attendee Networking capabilities based on deep user testing and design iteration.

Integrations included Salesforce, LinkedIn, Mobile Connect, Sendbird, Google Tag Manager and a variety of ad servers.