CTA / CES
Transforming a technology leader for a new era of engagement
The challenge
Despite driving technological standards and innovation for the last century, the Consumer Technology Association’s brand identity did not reflect their tremendous impact or forward-looking vision as a trade organization or an event.
Approaching its hundred year milestone, the CTA was still largely unknown, much less recognized as the owner and producer of CES—the world’s biggest tech event.
Our job was to create a strategic and creative brand system that would connect CTA and CES to build shared equity and advance both narratives.
Decode
We explored a breadth of history and touchpoints to understand how both brands were showing up and uncovered opportunities to anchor the brand in deeper meaning and expression through clearer visual communication.
We identified a concept that represents the role both CTA and CES play: the intersection of humanity and technology—a story that has been at the core of the organization since inception, but never told or visualized.
Recode
We reinforced the concept of intersections at the heart of the brand with a logo and visual system of color-rich gradients, human-centered photography, and dynamic elements that telegraphically expressed the connections, conversations, and innovations that both brands facilitate.
Transform
The new brand system is a seismic leap forward in expressing the spirit, role, and impact of the organization across both key properties and fueled the development of a refreshed website, tech experience, and conference environment.
Debuting for CES 2025, where our work captured the attention of more than 130,000 attendees and 4,000 vendors while helping them efficiently navigate a busy, complex backdrop spanning seven separate venues across the Las Vegas strip.
Netflix
Developing an innovation pipeline to super-serve superfans
