The GUILD Conference
The GUILD Conference (Gastroenterology Updates in IBD and Liver Disease) is modeled on continuing medical education conferences owned by my clients and held each year on Maui, Hawaii. The four-day conference is lead by a world-renowned faculty, expert clinical researchers and educators in IBD and liver diseases presenting lectures, interactive clinical sessions and workshops, and networking events with faculty, peers and representatives from leading companies in the industry.
Launching a new CME conference in a competitive environment, my client requested a fresh approach to branding the meeting while maintaining a clean, professional look appropriate for the target. Utilizing the destination as a major element in the branding and marketing was prohibited.
The final solution integrated a blue water background (to provide texture and reference the ocean) with an anatomical drawing of a GI tract. The pairing, along with selection of color palette, presents a bold, contemporary interpretation of the subject that broke through the clutter and was well regarded among recipients of marketing materials.
In its first year in 2017, GUILD Conference met its attendance goal. The 2018 meeting is scheduled in February. Attendance is up and corporate sponsorship has increased. Diagnosis: Success!