Editor’s Note: This is a guest post by Camille Wolfe of Performance Marketing, our Des Moines-based design and identity partner for Thinc Iowa.
Months before we had rented a venue or booked a speaker, Performance Marketing believed in the mission of Thinc Iowa and came on board to support the event. It’s been a pleasure to work closely with the Performance Marketing team and we can’t wait for the Thinc Iowa attendees to see what they’ve put together for the venue.
We’ve invited Performance Marketing to share insight into the Thinc Iowa identity.
Thanks to our sponsor
What began as a sketch by the Performance Marketing team eventually became the Thinc Iowa identity that lives online and next week, in the Temple for Performing Arts. Artwork courtesy of Performance Marketing.
Before Thinc Iowa was Thinc Iowa, it was an idea in search of an identity. Performance Marketing was delighted to be part of that creative process from the beginning.
Of course, before we could give it a name, we had to define it.
Then the work began.The event was inspired by Big Omaha, but it would definitely not be Big Omaha II. It needed to convey a conversation between corporations and startups. And at its core, the mission would be to challenge businesses of all sizes to think differently about how they engage with their customers. The location was central to the identity, too — a Midwestern city that’s gaining national attention as a hotbed for tech startups.
Everyone on our creative and public relations teams contributed concepts. Our idea wall soon filled up with references to everything from crossroads to chickens. Then we did what any good creative team does: Edit.
In a February meeting, Performance Marketing uses its idea wall to brainstorm the identity of what would become Thinc Iowa. Photo by Geoff Wood.
We presented a few concepts to Silicon Prairie News and eventually landed on ThINC Iowa.
Our rationale: Think (a reference to innovation), plus INC (a reference to business). It also says “look at tech in Iowa now” as the state has gained national attention as a hotspot for startup development. The tagline “The common ground between corporations and startups” further defines what it’s all about.
But that was only half the task.
The picture that emerged was a right brain/left brain stream of consciousness. On one side was imagination, creativity and big ideas. On the other, the organization and action to make them happen. Thinc Iowa also needed a look that captures its collaborative spirit. That meant more sketches on the idea wall. (Left, artwork courtesy of Performance Marketing.)
That led to a series of icons representing parts of the collective experience, from Iowa corn to the Des Moines skyline to the Big Omaha cow. Then we finished the look in shades of green and brown for an earthy, fertile, Midwestern feel. That’s how the Thinc Iowa brand was born.
As a final note, we owe many thanks to Silicon Prairie News for their open minds, collaboration and drive to create a one-of-a-kind event here in Des Moines. We can’t wait to be part of the inaugural Thinc Iowa, and we hope it’s the start of many more to come.
Performance Marketing surrounds the bold Thinc Iowa logo with a series of icons representing parts of the event’s collective experience, from Iowa corn to the Des Moines skyline. Artwork courtesy of Performance Marketing.
