BEYOND GROWTH CONFERENCES

A EUROPEAN BRAND-FAMILY DESIGNED TO GROW BEYOND

The quest

What’s the point of GDP growth if it’s wrecking our planet and communities? This question fueled the Beyond Growth 2023 Conference, a landmark event organized by 20 MEPs from five political groups in the European Parliament. It wasn’t just another conference—it was the first domino in a chain reaction.

Our challenge? Designing for an audience as diverse as Europe itself: activists, economists, scientists, politicians, journalists, artists, and concerned citizens. Each group needed to feel seen, heard, and inspired. No pressure, right? Luckily, we’re called Okay When for a reason!

The magic formula

We started with a visual identity that mirrored the movement’s core: multiplicity in unity. Simple, bold and adaptable – just like the solutions the conference championed.

From there, we rolled out a full suite of event assets based on this visual identity, like website graphics, presentation slides, backdrops, podiums, rollup banners, lanyards, directions signs, programmes, motion graphics, social media posts and more.

The result?

An enthusiastic and diverse audience of thousands gathered in the forum of European democracy, and online, to bear witness to the considerable progress made by the scientific world and civil society over the last decade in moving beyond the economic models inherited from the 20th century, which are still at the heart of European policymaking.

The energy in Brussels was electric—but the movement couldn’t stop there. As the idea spread to Austria, Italy, Denmark, Ireland, Spain, Estonia, and beyond, the need for a flexible, scalable visual identity became clear.

Enter: The Beyond Growth Logo Family

We took the DNA of the original brand—icon, typography, colour palette—and reassembled it strategically to create localised versions. Each new logo kept the essence of the mother brand while standing strong on its own.

Our strategy?

Our strategy was to keep common elements of the mother logo and change the rest to achieve an independent character and yet benefit from the brand’s notoriety, including the huge buzz around the 2023 EU-wide event.

So we looked at all the elements of the brand identity separately (the name, the icon, the typography, the colour palette, the date, the location and the format) and we strategically reassembled them to create a localisation plan that works for all.

Why it worked?

Structure + Flexibility: NGOs across Europe could adapt the identity to their needs, without losing the movement’s power.

Cost-Creative Pricing: We designed a pricing plan that supported the original organisers and future events, sharing costs in a way that made sense for everyone.

The happy ending (or just the beginning?)

The impact? Hundreds of thousands of citizens engaged. Policies questioned. Conversations ignited. And a visual identity that didn’t just represent the movement—it fueled it.

Moral of the story? When your brand needs to grow beyond borders (or growth itself), you don’t just need a logo. You need a visual revolution.