Building a launch brand: XPND
In September, ConvergX launched XPND on the Congress stage in Calgary. It is built on mode40's Singularity, and mode40 also made the launch video and the brand system.
The setup
ConvergX has run its annual Congress for ten years. XPND is the new platform that extends what the Congress does beyond the room.
ConvergX owned the story, the stage, and the final say. Our job was to make the platform, the film, and the brand feel like one thing.
What we made
- The launch videoA short film that puts the platform and the people behind it on screen.
- The brand systemThe rules that keep the name, the look, and the words consistent everywhere it shows up.
Finding the voice
ConvergX's audience is senior and experienced. They trust calm and plain. They don't trust hype.
So the copy says what the platform does in plain statements. No sharp one-liners, nothing that reads like a pitch.
The framing mattered too. The Congress already works, and has for ten years. XPND extends it, and every line had to respect that.
What I took from it
- The client's voice winsA launch brand is theirs. Mine is a supporting role.
- Plain beats sharpIn a serious room, a flat statement of fact carries more weight than a clever line.
- Say what is true todayWe only claimed what the platform does now.