McVeigh Global Meetings & Events

Through the merger of three industry leading company’s, McVeigh Global Meetings and Events (MGME) was in need of someone to help them define their brand and build a new identity. They serve a wide array of clients, ranging from pharmaceuticals to the fashion industry and global corporations. The new brand therefore needed to convey professionalism and experience as well as personality and creativity. The key to the success of their new identity was marrying sleek with friendly, bold with reserved.

For this brand, I explored several different logotypes, hand lettered lockups, and iconography. Eventually, I landed on a lowercase hand drawn semi-script “m.” This had a connecting symmetrical circle surrounding it, subtly referencing their global business. I then expanded upon this with a dynamic gradient and supporting neutral and accented colors. The sans serif brand font that accompanies this icon was chosen because it complements the compact shape of the “m” while still acknowledging the circle surrounding it with its geometric letterforms.

Designing the email signature, letterhead, envelope, and business cards was the next step in the evolution of the McVeigh identity. It was very important to the client to incorporate the gradient in a bold and impactful way; I therefore utilized that element quite heavily throughout the brand collateral and to help establish a cohesiveness for the materials. I made sure to use the hot pink so that only very specific elements pop out to the audience.