Property + Casualty Symposium is an event held annually since 2006 for audiences from the major Property & Casualty insurers in the U.S., U.K., EMEA, and Bermuda. Every year, we meet more than a thousand people at this event. As the 2025 event was held on the largest scale in history and the leadership was extremely focused on this event, we needed a fresh look, improved branding, and phenomenal design execution.
This was still an Aon event which meant we had to respect the existing brand guidelines to maximize the branding opportunity, while cleverly finding ways to improve the brand so we don't stray too far while giving a new fresh look to our audience.
The solution we found was to maximize the use of the hero red of the Aon brand, but be loud with the typographic approach to make the event branding bold and strong.
The initial exploration was to let the text bleed over the edge but we had a concern from the marketing department regarding the visibility and our audience that they might get the approach as a mistake, we problem-solved with not changing the design too much but to let the text meet the edge so we don't lose any of the text - which would solve the visibility issue, and also keep our initial purpose of being bold with our messaging.
The motion design of the campaign creatives was a huge part of the delivery. My team is always pursuing new ways to expand capabilities and maximize the utilization of digital platforms to include more information and, therefore, increase efficiency by conveying more content to the audience. Motion is critical to achieve that goal, and we had to do that in a style with the same bold and strong tone of voice while keeping our Aon style in subtle movement.
We advised the marketing team to secure as many digital opportunities as possible and worked with vendors to make sure the presentation is flawless through continuous communication. When creating all motion assets, I set the tone of movement for the whole team so the major movement style stays consistent with the Aon brand while I still give the focus on the bold identity of the event.
The result was very positive from both the leadership and the audience. Anywhere the audience goes, my team made sure the branding is present but not too overloaded. The marketing team was happy to include all the information they wanted to convey, and my team made sure the information is interesting enough for the audience to keep their focus while being given enough time to digest all the information in a friendly way of Aon brand that they are familiar with.
The event drew the largest crowd ever, with 1,500 attendees, continuing its position as the industry's largest gathering of risk managers, carriers, and brokers. Industry eyes were solidly on Aon for this newly branded event - Property and Casualty Symposium.
