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That Conference

A PREMIERE TECH CONFERENCE IN WISCONSIN

Green Bear

We helped That Conference develop a brand narrative centered on the idea that a tech conference could be just like a “summer camp for geeks.”

THE STORY

Our branding approach created opportunities for language that felt more like a campfire conversation. And for imagery and illustrations that subtly nodded to vintage children story books. Every new year is a family reunion. It’s a chance to share stories and embrace a child-like curiosity for all things technology.

That Conference is located in Wisconsin Dells, WI and it’s at a giant indoor water park. Over 1700 people attended last year and the brand is continuing to grow. Incredible speakers and workshops are lined up between pig roasts, board game nights, and water park parties. The spirit that we helped develop has created a culture of social exploration and playful learning.

WHAT WE DID

  • Brand Strategy
  • Brand Messaging
  • Tagline Development
  • Conference Branding
  • Brand Videography
  • Conference Web Design
  • Environmental Graphics
  • Digital Marketing
  • Signage

2020
Branding

Color Pallett Color Pallett

PRIMARY LOGO

SECONDARY LOGO

CHARACTER ILLUSTRATIONS

That.US Logo
That.US Logo
That.US Logo
That.US Logo
That.US Logo
That.US Logo
That.US Logo
That.US Logo

What makes THAT Conference so awesome

Zero - 1700 person tech conference

We were involved at the very beginning, and had a defining role in developing the strategy that shaped the culture and personality of That Conference.

40% Returning Campers YoY

The culture and brand embrace community and family. And that’s why people keep coming back.

In 2020 we reimagined the That Conference digital experience.

Website

A digital spark

Leveraging the community-focused mission, we helped create a digital experience that helps campers connect, and extend the That Conference brand across 365 days. The UI/UX was built for conversion and conversation, with clear call to actions and plenty of quirky illustrations.

Website Preview

BRAND VIDEO

See what all the hype is about!

Meet Walter. Over the years, he’s evolved into the biggest That Conference fan.

All year long it’s all he can talk about. “This one time at That Conference” is getting to be so old. We love ‘em, but it gets exhausting.

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2019

2017-2019 Illustration Examples

CREATIVE DIRECTION

Illustration has been a powerful visual element of the That Conference narrative. The bear, and other creatures, have been a reminder to embrace that child-like curiosity for learning at every opportunity

The visual identity is carried out across a variety of digital, spatial, and physical objects to create an immersive, unparalleled experience.

ON TO THE NEXT ONE