Brand Idea
Catalyst creates moments that leave a mark on each of us, a collective community, experience, and movement that continues to define a generation – The Next Generation – who will envision the endless possibilities of leading change in our world.
Profile
Leaders from all over the world will converge – a revolution of ideas where challenging of the process and thinking unconventionally is the norm. Even more than a cutting-edge event, Catalyst is an experience that leaves you enlightened, rejuvenated, and ready to be a Catalyst in your own life and the lives of others.
Project Goals
• First and foremost, our goal combined with the Catalyst leadership team was to sell-out the conference
• In order to do that, we needed to create a unique and memorable experience for the Catalyst leader with every brand touchpoint
• Finally, the brand needed to celebrate its Ten-year in true Catalyst form
Process and Strategy
Matchstic worked with the Catalyst team to develop the visual translation of the campaign theme, “On Your Mark” and drawing that into the main conference web site and all conference notebooks, giving three unique and engaging.
Creative Solution
“On Your Mark” is a subtle call to action. It challenges the Catalyst Leader to act, to move, to engage. Thus all the materials created included an interactive component with the same call to action. The pre-conference notebooks required leaders to “Make their Mark” on the cover by adding their signature to the vellum overlay as well as play with simple and fun interactive games inside (like “Mark on Mark” a connect the dots game of Mark Twain’s face). The main conference book has a die-cut cover with “Mad Libs”-style blanks, revealing the answers on the second page of the Catalyst Manifesto. Likewise, the Web site showcased an interactive wall for leaders to “Leave their mark” on the background of the site linking to a self-impacting story.
Results
This year’s event proved to be the most successful to date setting a new record of 13,000 tickets sold, and the first official “sell-out”. Likewise, hundred of stories were posted on the Catalyst Web site, engaging leaders and bringing consistent alignment to the Catalyst Brand.