When InfoComm rebranded its association to AVIXA while keeping the InfoComm event name, One Smooth Stone tapped our creative brand experience team to confidentially roll out the change across internal stakeholders, media, and the global community.
InfoComm had a long tradition as both an audio-visual association and one of the world's leading trade shows and conferences around the audio-visual industry. Inevitably, these two entities under the same name created confusion. The Company decided to call upon One Smooth Stone to rebrand the association to AVIXA, but to keep the global event's name: InfoComm.
Knowing there would be resistance because of the community's long history with and personal connection to the InfoComm brand, One Smooth Stone called upon our creative brand experience team to help them– in a highly confidential manner– to roll out the brand change across internal stakeholders, media, and the entire InfoComm global community.
We needed to create new brand experiences and key messaging for each audience around this brand transformation, to communicate the purpose behind the change and make the transformation feel exciting and contemporary, reinvigorate commitment and enthusiasm, and cast a vision for the future. We rented a movie theater, created an experiential training program and got employees to contribute to the plan for rolling out the brand, letting them take ownership of the process and be invested in the future.
