Conventa
Connecting the meetings industry, sustainably.
Conventa's trade show has connected MICE industry professionals since
2007, but the brand wanted to move beyond that format and expand its services.
The solution was to evolve its 18-year-old motto into a
new service-naming system that preserves brand equity. Alongside a new
brand architecture, we refreshed the identity and removed visual and
verbal clutter to create Conventa that's more confident and clear.
Industry
B2B events, Sustainability
Objectives
Market Repositioning, Brand Awareness
Scope
Strategy, Identity, Website
Brand Strategy
A transformation from a trade show to a meetings industry hub
To reposition Conventa for its next chapter, Luka
redefined its strategic foundations. The previous motto,
"Explore, meet, create," was transformed into a new event
naming system. With Conventa Explore, Conventa Meet, and
Conventa Create, three core services were simplified,
making future expansion more flexible while preserving the
essence of the original brand.
Through Luka's strategy workshop, Conventa's team rediscovered
its core values and set the foundation for the brand’s future
positioning. During the process, the team aligned around a
shared mission that became the new motto: Build connections that last.
Read more about new services
Conventa Explore was built on the service
formerly known as "Try Before You Buy." With events like
Explore Prague, Explore Ljubljana, and Explore Budapest,
attendees immediately understand the concept: a fam trip
designed to explore venues and destinations.
Conventa Meet was introduced to avoid
confusion between the company name and its annual trade
show, both called Conventa. The new name clearly defines
the event as the brand’s central gathering.
Conventa Create brings together Conventa’s
experimental, educational, and networking events under
one name. These new formats are designed to empower event
organizers to create more sustainable and engaging experiences.
Luka's strategic work enabled Conventa to
clarify its value proposition and communicate more
effectively with its diverse audiences. By focusing on
its newly defined strengths, Conventa is now
positioned as a sustainability-focused leader in the
regional meetings industry.
Brand Identity
A fresh visual style that honors heritage
With the new strategy in place, it was time for a refreshed visual identity. Luka updated Conventa's brand with brighter colors, a clearer logo, and a flexible design system that balances its heritage with a fresh, modern look. The new identity helps Conventa stand out in the competitive meetings industry and reinforces its role as a forward-thinking leader in the region
Website Design
Launching a seamless experience across every touchpoint
To bring the refreshed brand to life, Luka designed
Conventa’s new website. Conventa's new digital home
clearly communicates Conventa’s evolved positioning and
updated services through an engaging online experience.
Personalized landing pages are tailored for each service
and audience segment, ensuring visitors can easily find
the information they need. The new event registration
system provides a streamlined way to sign up for events,
while the content hub offers valuable insights and
resources for industry professionals.
Navigating the website is refreshingly simple, no matter the
goal. Registering for events, reading industry insights, or
just exploring the community has never been easier.
"Luka guided us through the brand identity process with creativity and precision. His trustworthy support turned complexity into clarity, leaving us confident and aligned."
Neža Brezovnik,
Manager at Conventa
"As Conventa turns 18, there is no better time to embrace a new look. We entrusted Luka to refresh Conventa's style, and I hope the fruits of this bold, creative cooperation will impress you as they did us."
Gorazd Čad,
CEO of Conventa