Name, logo, visual identity, website, welcome kit, environmental graphics, stage design and audiovisual design for the world’s largest event for the investment industry.
MADE AT XP INC. IN 2018 / ROLE: CREATIVE DIRECTOR, LEAD DESIGNER / CLIENT: XP INC.
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The idea was that the finance-focused conference would happen once a year and feature an expo, learning sessions and keynotes from famous speakers. After several months of work, Expert XP was born in early 2011.
The name – Expert – was chosen because it contained the "XP" letters and also referred directly to the members of its audience (which were considered the experts of the financial market).
The first edition took place in a small hotel in Rio de Janeiro, bringing 500 attendees and 11 speakers.
Over the years, the event moved from Rio to huge venues in São Paulo and Miami, opened its doors to the general public and grew 40 times in the number of paying attendees. Speakers started ranging from mid-weight Brazilian businesspeople to world-class names like Bill Clinton, Brett King and Nando Parrado.
Apart from being in charge of creating the naming, visual identity, environmental graphics, audiovisual design and stage design for 8 Brazilian editions and 1 North-American edition, I was also responsible for developing a different creative concept each year that would also work as a tagline. From Expert XP 2011 to 2018, my work helped the event grow 3,900% in size and revenue.
The 2018 Brazilian edition – the greatest of them all – ranked Expert XP as the world's largest investment event and remains until this day as one of the highlights of my career.
Expert XP's First Edition in 2011
The 2018 Edition
Investing in transformation —
CONCEPT AND TAGLINE
Held a few months before the Brazilian presidential elections, Expert XP 2018 had the chance to turn XP Investimentos into one of the country's best sources of insight about politics, economics, technology and investments during a time of uncertainty. The event’s tagline, “Invista na Transformação” (Invest in Transformation), represented a positive statement about change, at the same time it worked as a powerful call-to-action for speakers and attendees alike.
The creative concept also led to a new logo and a brand manifesto that was featured on strategic deliverables.
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Brand Manifesto
Tagline Evolution, 2011—2017
X for expansion —
COLOURS AND GRAPHICS
Expert XP 2018's chromatic scheme consists of a monotone foundation paired with an accent colour gradient that draws attention to every composition. This approach helped all communication look elegant and vibrant at the same time.
The “X” element from XP Investimentos made a colourful comeback. Its new expanded design represented the event's transformation concept and served as its most significant graphic expression.
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Preparing for impact —
PRE-SHOW DESIGNS
Pre-show communications included two different websites – one aimed at advisers and other at the general audience –, a dedicated marketplace app for tickets and a VIP welcome kit containing exclusive items that were designed and mailed to Expert XP 2018's most valuable attendees.
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Making the transformation real —
ON-SHOW DESIGNS
Sixty-two audiovisual vignettes, 11 badge variations, 160 environmental graphics and countless merchandise products were delivered to help the venue’s 20,000 square meters come to life.
Keynote sessions featured an opening film and a 292-meter-long LED strip that worked seamlessly with four central, high-definition big screens.
A dedicated team was responsible for updating Expert XP’s website and social media in real-time with the latest content.
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Opening Video with Brand Manifesto — Turn on CC for English Subtitles
The results —
Over its 3-day period, Expert XP 2018 brought an all-time record audience of 20,000 people to Transamerica Expocenter in São Paulo.
In a post-event survey conducted by XP Inc., 96% of attendees stated they would return the following year. Design & Creative’s average score was 9.1 out of 10, making it the best-evaluated topic of the entire event, surpassing even the most anticipated keynotes.
For the first time, Expert XP was ranked by a consulting firm as the largest event in the world for the investment industry.
SOURCE: KPMG AND XP INC.
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