Task

As the largest HR event in the country, the 17th International MHRA Conference aimed to explore a provocative theme: “The 2025 Leadership – Cure or Curse of Organizational Health?” The challenge was to translate this thought-provoking question into a powerful communication and visual identity that would capture attention, provoke reflection, and unite HR professionals under one conversation about the future of leadership.

Tactics

We developed a strategic communication concept and a key visual centered around the King chess figure – a symbol of leadership, decision-making, and the balance between power and responsibility. This metaphor visually and emotionally captured the conference theme, setting a tone that was both bold and sophisticated.

Building on that foundation, we created all digital and campaign content, maintaining a consistent and engaging narrative across social media and email marketing channels. The visual system extended seamlessly into event branding materials – including folders, name tags, and photo frames – ensuring a cohesive experience from the first online announcement to the final conference photo.

Results:

The campaign successfully positioned the MHRA Conference as not just an annual gathering, but a key conversation point for the HR community. The unified design and messaging resonated with professionals and partners alike, driving engagement, registrations, and strong recognition of the conference identity across digital and physical touchpoints.

At the peak of the campaign, we achieved a 89.1% increase in organic post engagements on LinkedIn, a 122% increase in content interactions, along with a 119% increase in page visits on Facebook, and a 531.1% increase in reach, with a 209.8% increase in content interactions on Instagram. Our email campaigns also achieved an average 25% open rate.

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