“Using the approach of adding-to and building-on the previous event creative ensures consistency and builds the brand's equity. The graphic elements of the wordmark, logotype, icons, and graphic elements were consistently built-on, with new elements added to the creative, strengthening the awareness of the event and established presence of the organization.”

“From the first event to the latest, the approach of building-on, and adding-to the graphics, color, and typography evolves the creative and keeps it fresh, to add-to and build-on the established brand equity.”