Prototypes of a New Vision
XO Agency partnered with Gartner to refresh their event brand, Evanta. Evanta brings together elite C-suite executives in curated events, where they can share and learn from one another. Unlike the standard conference, these events are targeted, intense collaboration sessions among peers. All attendees are participants. They are powerful experiences, but the brand failed to communicate the value, and was struggling to attract the newest generation of leadership.
We used an iterative prototype process to discover how to communicate the value of the brand through the act of making it. This is the core of the design process – discovery through making. Through this process we were able to excite and align the internal teams around an exciting vision for their future. All workshops were done as responses to proposals and prototypes, allowing the internal teams to understand exactly how their input would shape an outcome.
Executive Workshop Facilitation
Marketing Program Consulting
Understanding the Customer Journey
Through a series of collaborative executive and team workshops, we mapped out the customer’s current journey, and identified areas to leverage and enhance. By understanding the mindset at each stage of the customers experience, we were able to tailor the brand messaging to solve for customer needs at each step. From the aspirational to the functional, the brand needed to be relevant and compelling for each evolving step.
“XO Agency is one of the smartest agencies I’ve partnered with. The brand strategy work was substantiated in employee and customer insight and truly got to the heart of what was unique about the organization. The end result was a Brand Book that showcased a stunning visual identity coupled with a messaging platform that allowed for a true emotional connection.”
Michelle Auchter, Vice President of Marketing