Praxity is the world’s leading accounting alliance, hosting three international and two UK-based conferences each year. These events give member firms the chance to network and stay updated on key industry developments. Every year, Praxity introduces fresh, conference-specific branding that makes each event easily recognisable while still staying aligned with the wider brand guidelines.
There are three key elements that need to come through in the conference branding: the Praxity brand, the conference theme, and the location. Before I joined the team, none of the conferences had their own dedicated logos—instead, a new logotype was created from scratch each year. I recommended creating consistent logos for each recurring conference that would stay the same year after year. This way, even as the visual style evolves annually, there’s a familiar anchor point to help build recognition and brand equity around each event.
To reinforce this consistency, I also assigned each conference a distinct colour pulled from Praxity’s secondary and tertiary palettes. I produced the full conference branding for both 2024 and 2025, making sure each had its own unique style while staying true to the core Praxity identity.
The conference branding process always starts with research. I look through Google, Behance, Pinterest, and other design platforms for inspiration, exploring both conference-specific and broader corporate branding examples. From there, I develop three distinct branding concepts and present them to the marketing and events team. Together, we review and select the strongest direction, and I refine the chosen concept based on the team’s feedback. Once the final version is ready, I circulate it again for sign-off and any last tweaks. Then I roll out the full set of designs across all required assets and pull together mockups for a final presentation to the team before everything goes live.
