Building an identity for WBN’s 73rd global conference in Buenos Aires
Connecting to the beat of Buenos Aires
Buenos Aires isn’t just a city – it’s a living network.
Built on connection, the city’s neighbourhoods pulse with their own character yet form a dynamic network that mirrors how WBN operates globally. This idea became the foundation for the conference theme: Your Global Neighborhood.
The concept captured WBN’s core strength: the reach of a global network delivered with the care and commitment of a local partner. It emphasised how the network unites brokers across borders to support clients with shared expertise and a truly personal approach.
Soaking up the scenery
To bring this powerful theme to life, we developed a visual identity inspired by the art and architecture of the Buenos Aires neighbourhoods. The creative featured interlinked and overlapping shapes to mimic the sprawling arches, intricate corners, and vibrant plazas scattered across the city – layered forms that represent the strength of WBN’s network and the way its brokers collaborate.
The creative came to life through various touchpoints, including digital signage, video, animation, posters, and more. The result was a memorable and unifying experience for conference attendees.