Partnering with LinkedIn to Brand their Biggest Internal Event of the year

An Experiential Event Brand to Engage LinkedIn Global Teams

Branding | Design | Messaging

CASE STUDY OVERVIEW

Leveraging a decade-long partnership, BlueMelon and LinkedIn joined together to craft an inspiring brand for their Las Vegas team event, SK25 – their first in-person event since COVID19, for thousands of team members from across the globe. This was the first time LinkedIn had sought an external agency partner for a brand and we were excited to be chosen for this huge event. We crafted a flexible brand system to support their needs across digital, print, presentations and post-event activities. Bold visuals ignited the event and physical space, while a comprehensive toolkit ensured brand consistency – from key messaging to on-stage motion graphics. This collaboration empowered LinkedIn teams to personalize content and extend the brand’s impact far beyond Vegas.

THE SITUATION

LinkedIn’s First In-Person Team Event Since COVID19

For more than a decade, LinkedIn and BlueMelon have cultivated a powerful partnership. Early in 2024, LinkedIn presented us with an exciting challenge: to craft the brand identity for their largest internal team event, an in-person kick-off in Las Vegas for thousands of employees from across the globe. This wasn’t just about throwing a party; it was about creating an experience that would re-energise and inspire their teams after a long period of virtual-only connection. LinkedIn had never entrusted a branding project like this to an external partner before, so deep collaboration and partnership was needed to build something inspiring and fit for purpose. We knew the perfect brand would be more than just a catchy tagline and a cool logo. It needed to resonate deeply with LinkedIn’s employees, capturing the essence of their brand ethos, connecting the world’s professionals. Together, we envisioned a brand that would foster connection and be a spark that would ignite creativity and collaboration. And because great design transcends the moment, we crafted a brand identity with longevity in mind, one that could seamlessly integrate into other areas of LinkedIn’s business narrative.

THE SOLUTION

Deep Collaboration to Foster In-Person Connection

To achieve this, we embarked on a collaborative journey with LinkedIn. Through a series of workshops, we partnered closely with LinkedIn’s event, brand, and internal communications teams. Together, we delved into the event’s objectives, exploring beyond just the event and into the desired post-event use of the content and branding. Key messaging informed the effective visual communication that would empower LinkedIn leadership and teams to share their stories with clarity, alignment and impact. We workshopped the new brand identity seamlessly aligning with their existing brand guidelines. This collaborative approach resulted in a rich collection of assets that would not only support the Las Vegas event but empower teams across the entire LinkedIn business after the fact.

A Seamlessly Flexible Brand

Building a completely flexible, adaptable and timeless visual brand was required for SK25. This brand needed to be a chameleon, adapting seamlessly across digital mediums, print materials, event presentations, motion graphics, and be used in future by LinkedIn teams across the business and the globe. The flexibility of the brand would ensure its message could resonate far beyond the event walls and across any channel or medium.

THE RESULTS

We created an extensive brand identity that was crafted for an adaptable and flexible brand system. Designed to thrive beyond the Las Vegas event, the bold and inspiring brand elements not only fueled the event’s visual language but also translated seamlessly into the physical space, creating a truly immersive experience. This comprehensive brand toolkit included: logos, a tagline, key messaging, a captivating visual identity, and extensive brand guidelines. Broadcast assets, motion graphics, and on-stage elements all drew from this foundation, ensuring a cohesive brand experience across every touchpoint. A series of flexible presentations were created to empower LinkedIn teams to adapt and personalize their content, ensuring the brand’s message could resonate across the entire organization, long after the final curtain closed in Vegas.