CWT Global Exchange 2024
Identity Design
The Challenge
Global Exchange is CWT's flagship annual summit, with a new theme and sub-brand identity built each year. For 2024, the theme was "Embrace the Evolution," responding to the rise of AI and digital transformation in business travel. The brief: create an identity that felt forward-looking and tech-driven, without breaking away from CWT's core brand.
The Strategic Solution
I built a sub-brand system where every element traced back to the master logo.
Logo icon (the "W" curve): I deconstructed the "W" in CWT's wordmark, isolating its right stroke to form a bold, forward-pointing chevron. A mark that reads as momentum, drawn directly from the brand's own DNA.
Symbolic rationale: The chevron ran through lockups and repeating patterns across the identity, marking out the leaders, clients, and partners choosing to move with CWT rather than watch from the sidelines.
Environmental application: The lockup and pattern carried across venue banners, stage backdrops, digital displays, and motion graphics, so the identity showed up everywhere attendees looked.
The Impact
The resulting identity system transformed the venue environment into an immersive brand experience. The logo icon provided clear strategic rationale, establishing a modern summit presence that effectively positioned CWT as a leader in AI and digital innovation.
