Situation
Brand Licensing Europe required a 30th anniversary promotional campaign for its 2025 event. The objective was not only to mark the milestone, but to encourage professionals to attend the event in person, reinforcing BLE as the physical meeting point where the licensing industry connects.
Task
Create a 30th anniversary logo and digital campaign that:
- Makes BLE feel like a destination, not just a trade show
- Communicates the value of in-person connection in a B2B context
- Visually represents the breadth of industries coming together under one roof
Action
Developed the core concept “Where Different Worlds Come Together”, using a space-inspired ‘universe’ metaphor to position BLE as the centre where multiple industries converge.
Translated this idea into a visual orbit system, with layered circular forms representing different sectors moving toward a single focal point being the event itself.
Designed a 30th anniversary logo suite that integrated naturally into this system while remaining flexible across digital and event-led formats.
Used scale, depth, and contrast to create a sense of magnitude, reinforcing BLE as a large, immersive environment best experienced in person.
Curated imagery that places contrasting worlds side by side , entertainment IP, brand activations, and business networking to show what only happens when people physically attend.
Structured layouts for fast B2B readability, ensuring messaging and key visuals are instantly clear across social, web, and digital promotions.
Maintained strict adherence to BLE brand guidelines to preserve credibility and trust while introducing a distinct anniversary narrative.
Result
Delivered a visually immersive anniversary campaign designed to make BLE feel like a place you need to be, not just follow online.
Created a clear narrative around convergence, discovery, and opportunity, reinforcing the value of attending in person.
Produced a consistent campaign system across 1080×1080, 1080×1920, and 1200×629 formats.
Strengthened BLE’s positioning as a physical hub where meaningful licensing connections are formed.
