A Radical Rethink for Conference + Tradeshow


Human Resources Management Association (HRMA) is a BC-based non-profit organization focused on advancing professional people practices. Each year, HRMA looks forward to furthering its mission by producing Western Canada’s largest HR conference.

Based on the high-level theme for the 2015 conference, “Radical Rethink”, Backyard Creative worked with HRMA’s in-house staff and conference team to brand the event and develop a comprehensive package. Package materials included the event logo, print and online advertisements, programs, e-blasts, awards and signage. We also produced a multitude of user-friendly graphic assets for the HRMA team to promote the three-day event within internal channels.

Keynote speakers Ryan Estis, Arlene Dickinson, Daniel Pink and Brad Karsh all presented on the topic of change. This subject was visually represented in the event branding with boldly-coloured shards of “energy”, to indicate a radical, exciting new direction. The matrix of multi-toned polygons provided a flexible visual platform, allowing for brand application on a wide range of media.

Leading up to the event, HRMA’s corporate brand had been redesigned, so the 2015 conference brand was designed using the new corporate brand platform. Our client wanted to keep previous conference brand elements while creating a bold new look, to align with their new brand identity. We featured HRMA’s new orange colour from its corporate colour palette as the most active and lively colour in the conference colour palette. We then supported the orange colour with slate greys and pinks, and introduced a bright yellow, to create an optimistic feeling.

Photos shared with permission from HRMA.

Design, Art Direction & Project Management: Lisa Hemingway // Design & Layout: Angela Hot