LEVERAGING CONSTRAINTS: GLOBAL AUDIENCE
For the 2012 Global Leadership Summit it was decided to move in a direction away from a very corporate feel to a style that was targeted at a new audience. For years the Global leadership Summit had developed a following from within the church leadership and corporate audience but now wanted to reach the college student. The Willow Creek Association wanted to showcase the movement and not the speakers.
The look and feel was changed from a gloss to an uncoated and tactile feel. Icons took center stage as opposed to text or photography.