IAVM: International Association of Venue Managers

Brand Design, Gensler
July 2015 – June 2016

IAVM and Gensler’s brand team partnered to create a new brand identity that represented their diverse organization and rich legacy of industry expertise. For a year, the team was immersed in IAVM’s culture, to gain a better understanding of their business, variety of venue types and vision for the future. Research and attendance at multiple sector conferences allowed for valuable interaction with members through workshops, surveys interviews and activities.

Significant themes emerged from the research, creating values, behaviors and personalities that defined the IAVM culture.

From a narrative of family, trust, loyalty and collaboration, we crafted the brand promise that spoke to the core of IAVM: “Inspiring Leaders, Building Expertise, Creating Connections for Life.” 

Taking the complex brand architecture into consideration, we created a branded visual vocabulary and identity system that speaks to IAVM’s diverse members and delivers on the vision, mission and brand promise that has been deeply embraced within the organization.

The new brand design was launched with a presentation and video at the 2016 VenueConnect Conference. Presentation here, and video below. 


The Gensler team launched the new brand design with a presentation and video at the 2016 VenueConnect Conference.