Timeline: Q2 2024 | Stakeholders: Creative Director, CMO, Writers, Events Team | My Role: Senior Digital Designer & Lead Brand Designer

The Challenge: Following Thryv's acquisition of Keap, the flagship annual event "Partnerkon" required a complete strategic rebrand to align with Thryv's modern SaaS identity and its core message of empowering small business growth. The challenge was to create a new visual identity—"Grow2025"—that would resonate with both legacy Keap users and new Thryv prospects, positioning the event as a must-attend industry gathering capable of competing with major rivals.

My Role & Process: As the Lead Visual Designer, I owned the end-to-end rebranding strategy and execution. My process was rooted in research and strategic alignment:

• Strategic Ideation & Positioning: I conducted competitive analysis of rival SaaS event campaigns and audience research to define a visual direction that felt both premium and uniquely approachable for small business owners. This resulted in 5 distinct logo concepts and 4 comprehensive brand style explorations.

• Collaborative Refinement: I led the presentation and feedback process with key stakeholders (Creative Director, CMO) to align on a final direction that balanced modern SaaS aesthetics with fun, inviting energy.

• Building a Cohesive, Scalable System: I developed a full brand system with reusable patterns, a vibrant color palette, and customizable graphic components. This system was engineered for maximum impact across all channels, including social media ads, email campaigns, print collateral, environmental signage, and web components.

The Result: While the main event is in October 2025, the powerful new branding immediately demonstrated its impact by driving significant early registration momentum and exceeding initial engagement goals.

• Accelerated Early Registration: One month after the brand launch and "Early Bird" announcement, the campaign drove a 40% increase in sign-ups compared to the same pre-launch period for the previous year's event.

• Marketing Efficiency: The cohesive visual system enabled rapid asset deployment. The launch of social ads achieved a click-through rate (CTR) 2x higher than the company average, demonstrating the creative's effectiveness in capturing attention and driving action.

• Stakeholder & Audience Validation: The rebrand received resounding positive feedback from internal sales teams and partners, who reported that the modern, professional assets made the event easier to promote and legitimized Thryv's position as an industry leader.

The full brand guide for the event can be seen here: Guide