Client: CogX
Brand Strategy, Product Discovery, Concept Development, CX, Art Direction

Developing a brand concept for the community of change makers.

Background information
CogX is UK’s largest Ai and breakthrough technology conference.
After the CogX 2020 Festival, CogX has decided to build a platform to host their community virtually. The main goal of the platform is to connect the right people around certain topics.
Due to certain events in 2020, the concept for the new platform took a different direction.
WT used to only offer bespoke 1:1 service to their clients, educating them about their health and body. The company decided to expand and to offer a new kind of service, that included 1:1 and group sessions with PTs, one appointment a month with a dietitian and some helpful tools (food diary, journals etc.) to their clients. The main challenge was to define the company’s values and to establish the brands equity across all touch points. 

As a Senior Visual Designer at CogX, I have worked closely with Lead Designer and Head of Product to develop the concepts for the platform. The strategy was based on already existing community. I have worked on the positioning of the new product and the strategy around product features, which were strongly related to community building aspects and the development of the product marketing strategies.

Target Audience
Current CogX followers, partners and previous attendees.

CogX was extensively using the outbound marketing strategy. Our proposal was to use story-based, inbound approach instead. The stories would be based on their current network of thought leaders and activists. We wanted to bring to the surface the success stories behind their community.

Our proposed USP was to position CogX as "the platform that will help you to find your calling, by connecting you with people that want to make a difference".

At the heart of the new CogX strategy was the statement:
“Let’s realise humanity’s potential to better itself”.

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