Brand language
When global brand activation leader Blue Flame changed ownership, it needed a new name and refreshed identity to capture the company’s renewed energy and potential. They became “Volition,” celebrating the notion that the most memorable and impactful events are woven from invisible, intentional choices designed to let participants seemingly react and experience of their own free will. Volition’s client roster, which included Google, Animal Planet, the American Heart Association, and Salesforce, gave them the freedom to make these choices – to explore the unconventional, the proven, and the not-yet-invented to bring an experience to life.
The language to introduce this curious concept had to capture the imaginations of prospective clients and solidify the confidence of existing ones. A carefully coordinated language toolkit that contained a tagline, website teaser language, social media content, and press announcements led up to the main event: an immersive experience at one of the industry’s biggest trade shows. “Hotel Volition,” an over-the-top hotel environment built inside the convention hall and staffed with actors playing bellhops and shoe shiners, invited conference attendees to explore the front desk, various rooms, an elevator, and more at their own free will, receiving plenty of giveaways, surprises, and brand messaging along the way.
Creative partner: Kenneth Trabert, KTCD