Forbes Australia

Inspiring conversations that shape the future of Australian business

Design & strategy for the masthead Business Summit for this international powerhouse.

Key art, original visuals & photography packaged in a multi-year event creative system.

Developed a clever copy & typography based advertising campaign, unique to a 107 year old brand.

Background

Forbes approached us to redesign their Business Summit Masthead event and accompanying advertising campaign. Collaborating with the Marketing, Creative & Events teams, we developed an event print, digital & motion creative system and accompanying advertising campaign, bringing their cover stars to life.

Forbes’ True Colours

Working with a brand as unique and distinguished as Forbes means looking deep into the brand identity to find meaning that hasn’t been revealed since the brand’s inception in 1917. Creative communication had to have a touch of authority and be based around the written word, the cornerstone of this iconic brand & publication.

Our strategy positioned the Forbes Business Summit as the annual destination for success seekers who consider themselves ‘in business’. This is above all inclusive, definitive and carries the official stamp of social approval Forbes is known for brandishing. Aligning with their magazine rich lists which unfailingly report on who’s officially who in the business world.

Brand Strategy

Brand Expression

Forbes is about business, first and foremost, making the Business Summit a cornerstone for the brand. With the 30 Under 30 sub brand showcasing a broad colour spectrum, we knew the iconic Forbes black, white and red had to be used for all visual and motion communications. Coupled with deep, black and white photography, we created an identity that can be utilised year after year.

The biggest business event of the year required big messaging, in targeted locations, with punchy copy. Time is money to the target market so the messaging had to be a tad witty and straightforward.

In Market

Credit: Simon Hodge, Forbes Head of Digital & Content

The campaign had to speak to young tech entrepreneurs, but also our economy’s major players who have the wealth and influence to move Australia forward. The Business Summit is about getting these two target markets in the room together, in conversation & inspired, so they can connect in business.

Culminating in a successful day at the ICC Convention & Exhibition Centre, in Sydney, Australia on 31 October 2023, a truly unmissable day of insights, inspiration & top tier networking.

In The Room

Thanks for taking us to another level!

Heidi De Boer
Forbes Australia, Group Account Director

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Stars of the show:
Christine Holgate, Fred Schebesta, Tim Gurner, Richard White, Robbie & James Ferguson, Naomi Shepherd, Jo Masters, Que Minh Luu, Dr. Sam Prince, Cindy Hook, Carol Schwartz AO, Daniel Petre AO, Rachael Neumann, Anna Lahey, Anna Lee, Jeff Browne, Sarah O’Carroll, Grace Wong, Arjun Narayan, Michael Bogoevski, Sean Gordon, Kent Ramchand, Gareth Aird, Dom Price, Ben Stavert, Anastasia Santoreneos, Shivaune Field, Luli Adeyamo, Vidit Agarwal, Paul Colgan.

Work includes:
Creative & Brand Strategy, Brand & Product Design, Advertising Campaign, Event Creative Direction, Core Brand Fabric Copy, Motion Design, Concept, Ideation.