we.CONECT
we.CONECT
While managing multiple niche conferences at we.CONECT, I noticed a big gap: the company’s own brand wasn’t getting enough visibility. Each event had its own strong identity, but attendees often had almost no idea they were all organized by the same parent company, we.CONECT. The leadership team initially focused almost entirely on individual conference brands. However, they realized that if we.CONECT wanted to be seen as a leading global event organizer, it needed stronger name recognition across all its conferences.
We needed to show that we.CONECT was more than just a behind-the-scenes organizer — it was the driving force connecting all these successful tech events.
The difference was clear: although each single conference brand was well-known in its niche, we.CONECT itself remained in the background. People joined events without recognizing the same parent company behind them — missing out on the bigger picture and additional conference offerings. That’s why we decided to reemphasize the we.CONECT brand as the central source of these innovative, tech-focused gatherings.
The Spark
The Journey
First, the management had to be convinced that promoting the we.CONECT brand mattered just as much as promoting each conference. We introduced a simple guideline: every website, email, or video for any conference should mention that it’s a “we.CONECT event.” We also updated logos and visuals to include the signature we.CONECT mark. During conference award ceremonies we made sure it was clear that we.CONECT as the parent company was presenting the award.
By unifying our branding, we created a shared identity and made it easier for attendees to discover other relevant we.CONECT conferences.
We also trained the sales team to explain that each event came from the same parent company. When online conferences grew during the pandemic, we built a central digital platform under the we.CONECT name. This step helped participants see we.CONECT as the main brand behind every virtual session, further boosting overall awareness.
The Impact
After these changes, more attendees realized their favorite tech or AI conference was part of the broader we.CONECT family. This led to higher cross-selling opportunities, better sponsor relationships, and a stronger global presence for the parent brand. We also saw attendees recommending other we.CONECT events once they understood there was a whole portfolio to explore.
By consistently highlighting the parent company, we helped we.CONECT earn recognition as an industry leader — rather than just a collection of separate niche events.
Personally, this project taught me how to align multiple “champion” sub-brands under one umbrella. I also learned that gaining founder buy-in for a new brand vision can take time and patience, but it’s worth it to create a lasting, unified identity.
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Next Project
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