CloserStill Media runs market leading business exhibitions in the healthcare and technology sectors. The brief was to create a unifying name and theme for five separate but related technology shows which they run simultaneously each year. The new show name and identity needed to add genuine value rather than just another layer of complexity. Critically the domain name for the new name and brand had to be available in a saturated tech market.
The LogicLogicMagic® approach was to position the shows as being the ‘go-to’ events for tech-focused audiences. Digerati had existed as a term for a while; a blend of digital and illuminati/literati. It described those who were the perceived innovators and luminaries in the digital world. Techerati though was not a widely adopted term yet. By positioning the events under the umbrella of Techerati we elevated the status of both those attending and exhibiting. You were either part of the Techerati, or your weren’t. Techerati was accompanied by the line “We live technology”. From a design perspective, Techerati was created as a strong black and white brand given the full spectrum of colours in the show identities under its umbrella.