Swarm Conference
Identity refresh for SWARM, Australia’s flagship online community management conference
BRIEF
Australia’s flagship community management conference connects local builders, thinkers, managers and makers with top international talent for two days of learning, collaboration and inspiration. With a goal to build something that community managers around Australia would feel proud to be a part of, Swarm wanted to consolidate a strong identity ahead of the conference.
INSIGHT
The new design has to visually relate to the previous brand so that the audience still recognises the identity.
Comparing a two-day social media conference to a busy, networking beehive was one of the main factors influencing the brand refresh.
IDEA
Reworking the signature orange palette, lifting it to a lighter, friendlier tone of yellow, the hue evokes the colour of a bee hive, referencing the collaborative existence of bees that is central to Swarm’s identity. The addition of blue compliments the main colour to either highlight or balance certain design elements.
A smooth user experience on the website is encouraged by clean, bold typography and an easily navigable menu. One aspect that features prominently in Swarm’s new identity is its conference attendees – the Swarm colony.
