Timeline
3-4 weeks
Goal
Design a campaign reflecting Innovate 2024’s AI vision
Team
Design, Dev and Campaign Design Team
My role
Lead and deliver a unified, brand-consistent solution
Overview
GEP INNOVATE 2024 is the flagship global event hosted by GEP, a leading provider of procurement and supply chain solutions. The 2024 edition served as a strategic platform that united senior business leaders, technology visionaries, industry practitioners, and ecosystem partners from across the world. Centered around the theme “The Quantum Leap,” the event explored how artificial intelligence, automation, and digital transformation are reshaping the future of enterprise operations.
Design Process
Discover
We began by immersing ourselves in the world of AI, futurism and procurement transformation: scanning trends, attending sessions, studying the previous event, and mapping all audience touchpoints. We convened a multi-discipline workshop where each team brought their vantage (design, dev, social, field-events, paid marketing) and we applied divergent thinking: what could “futuristic + AI” mean in visual, physical, digital and experiential terms?
We surfaced 45+ raw ideas — from an AI-driven registration kiosk that greeted delegates by name, to a live data-visualisation backdrop responding to stage Q&A, to generative art filters for social media that turned attendee photos into “neural-network portraits”.
From there, we converged around five guiding design principles (Human-centred Tech, Flow & Motion, Network & Nodes, Clarity through Data, Future becomes Present). These principles became our lens for all subsequent design decisions.
Design Process
Discover
We began by exploring the worlds of AI, futurism, and procurement transformation—gathering insights from trends, event sessions and past editions to understand what worked and what could evolve. Using this information, we mapped audience touchpoints and identified key opportunities for impact. A collaborative workshop followed, where teams from design, development, social, field-events and marketing came together to translate these insights into ideas—reimagining how “futuristic + AI” could take shape across visual, digital, physical, and experiential layers.
We surfaced 45+ raw ideas — from an AI-driven registration kiosk that greeted delegates by name, to a live data-visualisation backdrop responding to stage Q&A, to generative art filters for social media that turned attendee photos into “neural-network portraits”.
From there, we converged around five guiding design principles (Human-centred Tech, Flow & Motion, Network & Nodes, Clarity through Data, Future becomes Present). These principles became our lens for all subsequent design decisions.
Define
With the divergent exploration complete, we moved into a moderated brainstorming phase to identify emerging patterns, prioritize ideas, and surface the most impactful ones. Using the affinity mapping method, we grouped similar concepts, ranked them based on relevance and feasibility, and voted on the strongest directions. The exercise helped us distill broad creative thinking into focused, actionable themes. The key outcomes were as follows:
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Develop
Following the affinity mapping exercise, we decided to move forward with one idea cluster and develop multiple creative options around it. At the same time, we identified Deep-Tech and Matrix as promising sub-themes worth exploring further to see how they could complement or enhance the main direction. The explorations were as follows:
Option 1
Option 2
Option 3
For alignment with senior management, we conducted a dot-voting session to evaluate the proposed options. The exercise led to unanimous approval for the first option as the final concept to move forward with.
Selected Option
Brand Guidelines
This guide defines the visual language, design style, and principles that shape a clear and consistent brand experience, no matter the team or area of expertise.
At its core, GEP Innovate is about intelligence and transformation—just like our mission to advance procurement and supply chain through the power of AI and human collaboration. This guide lays out the essential design standards that bring our brand to life, from our color system and typography to accessibility benchmarks and documentation.
From digital environments to physical spaces, these standards ensure every expression consistently reflects the intelligence and forward-thinking spirit of GEP Innovate.
Contents
01 Brand Strategy
02 Personality
03 Logo
04 Color
05 Typography
06 Art Direction
01
Brand Strategy
In the age of intelligent technology, change is exponential—AI, automation, and data are reshaping how we think, create, and make decisions. Progress doesn’t stall because innovation is lacking, but because imagination needs direction.
GEP Innovate: The Quantum Leap celebrates the bold ideas, human ingenuity, and intelligent technologies that propel us toward a smarter, more connected future.
Born from a vision to drive enterprise transformation, GEP Innovate was established with a clear purpose: to advance how businesses harness intelligence, technology, and strategy to achieve sustainable growth. We believe meaningful progress stems from foresight and collaboration—when innovation aligns with real-world impact. Through thought leadership, data-driven insights, and AI-powered solutions, we explore the ideas shaping the next generation of global enterprises.
At GEP Innovate, we don’t just discuss innovation—we enable it. Because when intelligence and technology converge, organizations are empowered to take the next quantum leap.
Tone & Voice
Vision
To shape a future where intelligence and innovation empower every enterprise to thrive.
Mission
Inspire and accelerate digital transformation through AI, design thinking, and human collaboration.
Promise
Enable leaders to reimagine possibilities and take the quantum leap toward a smarter, connected future.
02
Personality
GEP Innovate’s voice brings our vision to life through every story we tell and every conversation we spark. The way we communicate reflects our belief in the power of intelligence, collaboration, and design to drive meaningful change. Through clear, insightful, and forward-looking language, we make complex ideas about AI, technology, and innovation accessible and inspiring. Our confident, informed, and human tone ensures that every interaction feels visionary yet grounded—empowering audiences to see what’s next and act with clarity.
Intelligent. Futuristic. Collaborative.
Sample Copy
Future Reimagined the Smart Way
Precision matters when it comes to innovation. A small idea can have a big impact on your business, strategy, or future growth
We Pioneer the Future, You Focus on Progress
Your time is valuable, and navigating emerging technologies shouldn’t take up more of it than necessary. Whether it’s adopting AI solutions or rethinking digital strategy, we help you lead innovation with clarity and confidence.
Innovation Doesn’t Have to Be Uncertain
A bold idea or emerging technology shouldn’t feel out of reach. We bring clarity, strategy, and intelligence together to turn visionary thinking into measurable impact.
See an Opportunity?
Not sure how emerging technologies align with your business goals? Wondering where innovation can drive measurable impact? Instead of waiting or second-guessing, let us help you identify, design, and execute what’s next.
03
Logo
Your time is valuable, and navigating emerging technologies shouldn’t take up more of it than necessary. Whether it’s adopting AI solutions or rethinking digital strategy, we help you lead innovation with clarity and confidence.
Primary Lockup
Cleanspace
Secondary Lockups
Incorrect Usage
Partnerships
04
Color
The GEP Innovate logo is a bold, forward-moving mark that symbolizes progress, intelligence, and the continuous pursuit of transformation. Its dynamic form reflects the idea of acceleration—the momentum that drives enterprises to think beyond boundaries and embrace the future with confidence.
Crafted with precision and simplicity, the logo’s geometric structure conveys clarity, while its fluid motion represents adaptability and the seamless fusion of human insight with AI-driven innovation. The color palette draws from GEP’s core identity—deep blues for trust and intelligence, elevated with luminous gradients that evoke energy, technology, and forward thinking.
More than just a symbol, the GEP Innovate logo embodies the spirit of The Quantum Leap—a celebration of bold ideas, intelligent design, and the power of innovation to move the world forward.
Primary Palette
Secondary Palette
Gradient Palette
Gradient 1
Gradient 2
Gradient 3
Gradient 4
05
Typography
GEP Innovate’s typography balances precision and modernity with a clean, future-focused type pairing, reinforcing our commitment to intelligence, innovation, and forward-thinking design.
Primary Sans-Serif – Poppins is a contemporary, versatile typeface that reflects GEP Innovate’s forward-thinking and human-centered design ethos. Its clean geometry ensures clarity and consistency across digital interfaces, event graphics, and presentations—embodying the precision and modernity of intelligent innovation.
Secondary Serif – Roboto Serif introduces depth and distinction, lending an element of sophistication and authority to editorial layouts, keynote headlines, and thought-leadership materials. It complements the sans-serif with a confident tone that resonates across professional and executive audiences.
Together, this pairing strikes a balance between innovation and credibility—modern yet grounded, dynamic yet disciplined—ensuring GEP Innovate’s visual language communicates clarity, intelligence, and progress.
Primary Typeface
Poppins
Secondary Typeface
Roboto
Sizing
Clear Up Confusion, Gain Peace of Mind
Type size - 44pt/px
100% Leading
-2% Tracking
Our team works tirelessly to uncover insights, streamline processes, and drive meaningful innovation—so you can make confident, data-driven decisions that shape the future of your enterprise.
Type size - 30-36 pt/px
110% Leading
-2% Tracking
Our team works tirelessly to uncover insights, streamline processes, and drive meaningful innovation—so you can make confident, data-driven decisions that shape the future of your enterprise.
Type size - 0-24 pt/px
120% Leading
0% Tracking
06
Art Direction
GEP Innovate’s photography style reflects our core values—intelligence, innovation, and human ingenuity—by showcasing visuals that capture collaboration, forward thinking, and the transformative power of technology.
Clean & Casual
Photography should capture sleek, dynamic environments with a focus on technology and collaboration. The tone should feel forward-looking and inspiring, avoiding clutter or overly staged compositions.
Subtle Technology Integration
Photography should feature elements of intelligent innovation—digital interfaces, AI-driven environments, or people engaging with futuristic technology—to reflect GEP Innovate’s vision of progress and human–machine collaboration.
Innovative Storytelling
Images should capture real-world moments of progress—leaders exploring ideas, teams collaborating on technology, and innovators shaping the future of enterprise. This reinforces GEP Innovate’s role in driving intelligence, transformation, and connected growth.
People with Confidence & Focus
Images should highlight professionals engaging with AI, collaborating digitally, and leveraging data to shape smarter outcomes—reflecting GEP Innovate’s commitment to advancing intelligent solutions.
Microsite
250+
New registrations secured
~38k
Social media impressions achieved
30+
New prospects identified
80%
Client retention rate
