Brand case study for the FutureMidwest conference. Includes an overview of the naming, visual identity and launch strategies developed by Daggerfin.

1. FutureMidwest 2010 Brand Case Study

2. 700 885
people attended the conFerence
ADMIT
ONE
5,138 tWeetS
FutureMidwest, the region’s largest technology and knowledge conference, is a two-
day event featuring presentations, networking opportunities and the convergence
8,465
717
of influencers who are shaping the Midwest’s future.
individual WeBSite paGe vieWS
19,273
FolloWerS on tWitter
Formed through the combination of two revolutionary conferences, Module and
TechNow, FutureMidwest is a movement comprised of forward thinkers and decision
WeBSite viSitS (in the Month
APRIL
8 7 makers who are taking action to redefine business in the new economy.
120
leading up to the event)
#
#
734
tWitter contriButorS
BloG poStS or editorial StorieS
tWeetS per day

3. name
development
2010 Great Lakes
Digital Conclave
KeyWordS:
Change
New Tech
the vision the name Business 2010 Midwest
Midwest
DigitalFuture
Digital Media
Education Festival | 2010
Summit
By sparking conversation and collaboration You have to start somewhere, and it starts with ƒ Capture the event’s ambition to change Entertainment
between young, entrepreneurial creatives and the name. A great name has power. The power the perception of the region from rust belt Conversation
professionals with established resources, to attract, evoke storytelling and inspire. An to innovation catalyst Connection
FutureMidwest seeks to build the region into a epic, two-day event conceived and designed 2010 Midwest
ƒ Provide a platform for collaborative growth
Digital Landscape
hub of innovation and technology. to inspire an entire region to move forward Digital Experience
initiatives that connect business, media and Communication Expo
deserves a great name.
technology Empowerment
By operating with an online-centric mindset and
After deep exploration, filtering and testing, 2010 Midwest
FUTURE
transitioning from traditional one-way communi-
one name separated itself from all the con-
ƒ Be simple, short and memorable Digital Media MIDWEST
cation methods, people will discover completely tone/character: Union
new ways to operate a business successfully.
tenders: FutureMidwest. One by one, the ƒ Be ownable from a trademark and digital
Reductionist
2010
name exceeded our criteria: domain perspective
This new way of thinking is the foundation of
Simplicity Digital
FutureMidwest. Detroit
ƒ Symbolize the ignition and advancement What started as a name, quickly evolved into Textured Technology Confab Digital Media
of new thinking, ideas and networking a rallying cry. As we say around here, Midwest | 2010 Festival | 2010
Inclusive
Modern
Adaptive
Confident
“
Authentic
Are you
Digital Experience
Conference
diGital Space: 2010 | Midwest
2010 Midwest
FutureMidwest.com Digital Expo
FutureMidwest?
twitter.com/FutureMidwest
#FMW10

4. the identity ROUND 1 ROUND 2 ROUND 3 FINAL
2 0 1 0
FUTURE
M I DW E S T
FutureMidwest
FUTURE
MIDWEST
2010 futuremidwest2010
FUTURE
MIDWEST
future midwest 2010
2010 2010
A name like FutureMidwest In regard to the final identity
FUTURE invokes many visual ideas. selection, we think Time said
MIDWEST
The challenge was choosing it best:
20 the most appropriate one.
10 As the conference is located
in the heart of the Midwest, and
“ FutureMidwest also has one of
the coolest mascots I’ve ever seen.
is about future trends in digital
and social media, we sought
It’s a cow wearing a space helmet.
an identity that would capture Very appropriate for both what the
both of these dynamics, as
Midwest represents (agriculture
FUTUREMIDWEST2010 well as have a little fun with
the established perceptions and traditional values) and the
of the region. world beyond.
”

5. It’s happening
Austin Bedell
the design Jay Adelson
presenter
The goal with the design of the conference materials was to integrate
the identity through all the touchpoints, while continuing to have some
fun with it. When your logo is a cow wearing a space helmet, having
Name Badges
fun becomes a little easier.
By using graphics of silos and barns, while opposing them with rocket
ships, satellites and radio towers, we were subtly saying big things are
happening in the Midwest.

6. ! “ After college, Detroit area,
to stay in the
I made a choice
when so many of my friends
left. This conference reminded
me why I chose to stay – there
is a raw passion here that
you can’t find anywhere
else. I’m excited to be a part
of the renaissance.
Trisha – Attendee
”
Website Homepage
the Web
The FutureMidwest web strategy was to create an environment that
highlighted the speakers and their content, while also providing attendees
and fans with an avenue through Twitter and the FutureMidwest blog to
communicate and connect with the speakers. The site, blog and Twitter
?
page were all designed to keep the brand message consistent and to
create an innovative online experience.
Website Content Page Twitter Page

7. the event Branding “ One thing of for certain,
is
if the goal the organizers
The event branding materials were designed to provide brand consistency of FutureMidwest 2010
across every touchpoint. From welcome packets to badges, t-shirts and
was to educate, inspire
gift bags, the space cow was integrated and everywhere. As the brand
evolved, multiple, unexpected ways for the space cow and the message
and motivate the attendees…
to be applied presented themselves. mission accomplished!
The overwhelming themes
I’ve been reading are about
taking this energy and
excitement beyond just
a 2-day conference and
making it a part of every
day life in metro Detroit.
Patrick Reyes – Attendee
”
Program Agenda
Thank You Card
Directional Signage T-Shirts

8. @teahousemusic:
the outcome FutureMidwest started as a conference, and
quickly evolved into much more. It’s a catalyst
@tverma29 Amazing video @mwygnal: @bethkostecki: Detroit we @MattMyftiu: Wishing
@airfoilpr: Hey Detroit, the need to talk more about the everyone an entertaining
Our challenge was clearly laid out for us
for careers. It’s a showcase for the talent of
Future is HERE – #youreit!
@sazbean: thank you #FMW10 - some & amazing event. Honored love. this. event. and educational weekend.
a region. It’s a forger of relationships, both great presentations - definitely some to be here & excited to amazing things happening
right from the start. How do you brand
a conference that is all about innovation?
personal and professional. In summary,
#FMW10
new things to think about be a part of #detroit’s
#FMW10 #+detroit here #FMW10 [reporters
Cool event. The future is
1:38 PM / April 22nd now, after all. #FMW10
And more importantly, how do you make
it’s now a movement. In one weekend, 11:39 AM / April 17th
renaissance #FMW10 #lovelansing are listening ...] 8:49 AM / April 16th
the conference grew exponentially, and 1:12 PM / April 16th
that brand innovative? It could only be
the excitement for next year is palpable. 8:06 AM / April 17th 4:11 PM / April 16th
achieved with a concept that was ultimately
innovative itself. In short, we did it with
The attendees, the sponsors, the conference @terrybean: reading the @spychresearch: Seriously @tkpleslie: Great tweets
deep thinking and cutting design. @mikekmcclure: Huge globs of
founders and everyone involved with cannot thank you all enough!! @detroitunspun: Shout back @blagica: giving the midwest about @FutureMidwest conf.
tweets from #FMW10 is knowledge are hitting me fast &
FutureMidwest walked away with the same I def feel the Detroit love here #FMW10 Are YOU ready for a props...there are a TON of talented right now @CharlieCurve. I’m
We began with a name, which clearly spelled making swell up with pride furious at Future Midwest today.
out the intentions of the conference, and we thing: exceeded expectations. at #FMW10. #FMW11 is gonna Now talking data & analytics Renaissance of Our Region? people in this region! #FMW10 learning a lot just from watching
for #detroit. Way to go 4:08 PM / April 16th 12:56 PM / April 16th your stream! #FMW10 ...
supported that name with an identity that be EPIC!! #FMW10
Before After @futuremidwest team! 11:36 AM / April 17th 7:53 AM / April 17th 8:40 AM / April 16th
expanded upon those intentions. Then, at
Rebranding Rebranding 12:54 PM / April 17th
every touchpoint, the space cow was there
as a shining beacon of the innovative future @Bethharte: i have
of an entire region. The conference materials
participants 200 700
never seen a city so
@pulse2dotcom:
echoed the brand values and the experience
@cat577: “real s*&! iS @detroitunspun: Southfield’s
really feeling the @SeMinurse: The @future-
@jordanzurack: Thank you to
happening here.” -
own Jay Adelson is busy hard core passionate
we wanted people to walk away with. Speakers 10 18
@FutureMidwest for such an encouraging #FMW10 crowd
about technology,
environment & vibe at midwest logo is cracking
educational event! #FMW10 Ben Smithee #FMW11 to unlock their crazy. We need #FMW10 -- how cool me up - wtf is that thing?
And the results were astounding. Every social media and their
person involved with the conference was
Sponsors 1 18 12:54 PM / April 17th theme??? #FMW10 crazy to innovate.
4:22 PM / April 16th city as detroit ...
does this look?!?!? 8:11 AM / April 16th
blown away by the response. From a 10:57 AM / April 17th 12:44 PM / April 16th
education 1:18 PM / April 16th
numbers standpoint, the attendees, the 3.5 10
hours of learning and the hours of interaction
(Hours)
@tgambee: please excuse
tripled from the year before. And sponsors networking @Brandtlc: excellent presentations! @mwygnal: My cow is this geek fanboy moment,
3.5 9.5 @charliecurve: Three cheers @JorgeMSu: @futuremidwest has
@aboutpunkmusic: How
went from one to 18 after the rebranding.
(Hours)
Great speakers! thank you
for @zachlipson @adrianpittman
cooler than your cow. me thinking about what I’m really
but @futuremidwest is
many of you folks at #FMW10
@FutureMidwest for producing an & @jrwolfe. The @FutureMidwest #FMW10 --nice! are feeling pretty inspired by good at and how I can help people. happening and it’s
amazing event! #detroit #FMW10 Conference is a phenomenal ... 4:19 PM / April 16th all of this? #FMW10 What do you all think I’m good at? aWeSoMe!! #FMW10
11:54 AM / April 17th 10:07 AM / April 17th 1:18 PM / April 16th 10:49 AM / April 16th /via @daveMurr
Corporate Sponsors:
7:57 AM / April 16th
@tverma29: amazing video &
@tverma29: love the energy
@Spychresearch: @DaveMurr dude,
amazing event. honored to be
@Evyfindstheway: Really like
and excitement of #FMW10 @solao: @Future @michellemoser: Love how
you guys really killed it!! Thanks for the clip from #FMW10- it’s not
the invite, so glad I could be a part of
here & excited to be a part of
just a conference, it’s a beginning have so many ideas forming Midwest excellent speakers @futuremidwest are fast
#detroit’s renaissance #FMW10 talkers. No wasted time. #FMW10
this! #FMW10 #awesome ...
8:06 AM / April 17th
of two-way communication. i can’t get them down fast turn out! #FMW10 7:56 / April 16th
11:54 AM / April 17th 4:15 PM / April 16th enough #FMW10 10:49 AM / April 16th
twitter chatter 1:17 PM / April 16th

9. FutureMidwest
Ice Sculpture
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