TruSymposium 2019

Event Branding

Client

TruAbutment Inc.

role

Lead Designer

deliverables

Event Visual Identity
Event Materials
Event Experience

Year

2019

Overview

TruSymposium was the dentistry event that TruAbutment hosted for the first time. For this event, I directed visual identity & experience scaling across multiple touchpoints. This conference attracted more than 400 attendees and contributed to increasing the monthly sales by 55% and new customer accounts by 56% compared to the prior year. It resulted in establishing an impressive brand identity to reach out to both the US and the global market.

Challenge

How can I deliver the brand identity through a one-day event experience?

As a lead designer of this project, I challenged the company’s initial event goal, which was to promote the brand’s products. Beyond just promoting the sales, I wanted to be broad and bold — how can we deliver brand identity and imprint brand value for the attendees through a one-day event experience?

Research

Desk Research &
Competitors Analysis

Online Survey

Onsite Visits

Insight

The competitiveness is not in the products, but in technology.

After thorough research and analysis of the market and competitors, I realized most medical instrument companies were putting their efforts into promoting products by showcasing them on the event materials. However, the competitiveness of TruAbutment is not products, but technology. That’s why we invited 6 professional speakers to give informative lectures on our technology. We had to hone in on this.

Results

I have been in the dental field for 48 years, and this definitely ranks within the top one or two percent of the best meetings I’ve attended.

One of attendees’ interview

This conference attracted more than four hundred attendees, which was 30% more than the expected target, and drew a lot of media attention in the medical industry. After the symposium, the number of new customer accounts increased by 56%, and the monthly sales increased by 55% compared to the prior year. It resulted in establishing an impressive brand identity to reach out to both the US and the global market.