Covid really messed up business retreats and conferences for everyone, everywhere, all at once. And while B Lab was unable to hold its annual retreat for three straight years, its member base organically grew threefold in the same time. B Lab knew it was time for everyone to meet in person as proof of the thriving health of the B Corp movement in the region.

One key detail in our rebrand was to retain the concept of the retreat — time away from emails and meetings where like-minded sustainability and purpose leaders from B Corp businesses could network, collaborate and unwind. With a mix of activities including panels, collaboration sessions and time in nature, this event is not your typical conference and needed to differentiate itself from its large-scale North American counterpart.

Leveraging the iconic “B” logo, we renamed the event to “Assembly” — a simple word that communicated an air of “everyone’s going to be there” and considering the huge increase in new members, it was crucial that everyone feel invited.

The basis of the event identity leveraged a bespoke suite of patterned circle graphic shapes to represent the diversity of the B Corp community and reference their iconic logo. Layering each unique shape creates interesting and unexpected intersections where they overlap, referencing the meeting of minds and ideas which the Assembly will facilitate. Underpinning the identity is a palette of greens that conjure the natural landscape upon which the event will take place, in the stunning Mornington Peninsula.