When World Millwork Alliance came to us to brand their 50th annual convention, we had no idea how fortuitously the theme would come together. The client wanted the convention to reflect the past and hearken back to the year of their first convention, 1964. However, we were simultaneously re-branding the organization as World Millwork Alliance – formerly known as the Association of Millwork Distributors – and wanted the convention theme to reflect not only something from the 60s, but also what was happening to the association, the revitalization of their brand. Then our creative team struck gold, discovering that the much beloved Bob Dylan song, “The Time They Are A-Changin’,” was penned in 1964. This quickly became the heart of the convention. The Opening Session was the official announcement of the associations rebranding. The TruBrand account team created a brand announcement presentation. As the new brand was revealed to the membership and all that attended, the President and CEO narrated all the ways the association was going to change. Upon leaving the Open Session auditorium, WMA staff members handed out the newly created brand launch brochure and carpenter pencils that proudly sported the new brand. Our “groovy,” convention visual branding design was inspired by the famous Woodstock poster.
We attended the 2014 Annual Convention and Tradeshow in Tampa, Florida and had an excellent time. We saw enthusiastic reception from the millwork professional, both Baby Boomers and the Millenials alike, embraced the new brand style. The convention was attended by hundreds of individual and company WMA members and non-members in the millwork industry. Our team took a series of photographs of the convention for use in future marketing collateral, including different tradeshow exhibits, and networking images between WMA members and staff.
