Objective:
After acquiring a Houston-based accounting firm, the goal was to amplify and expand the Crowe footprint throughout the Texas market. The client wanted to cap a year of targeted promotions throughout the state with a dynamic live event in Houston, bringing together hundreds of clients and prospects to share our thought leadership and strengthen our relationships with them. Keeping a clever, witty, bold, and approachable tone, we needed to let legacy clients and prospects from the acquired company know that they would now have access to the Crowe network (people, services, and solutions), and that Crowe was committed to going BIG in Texas. We were tasked with providing a name for the event as well as designs for emails, a registration page, social posts, presentation templates, event signage, and post-event articles. 

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Solution:
We presented three different event names and a different graphic treatment for each, and landed on the name “TXBizCon,” chosen because it is short, bold, and contemporary. We designed it with bold, capitalized letters, extending the imagery through the letter shapes, and drawing attention to the high-contrast imagery of Texas landscapes and industries being discussed at the conference. There’s a subtle forward-facing arrow through the middle of the X where the lines intersect, and the top, right corner of the X is extended up and out to indicate forward motion, which addresses our goal of showing insight and foresight – and of staying proactive and continuing to move forward while navigating through uncertainty.