CFA Institute LIVE 2025: Investing in the Power of Connection
situation
For years, CFA Institute’s annual conference served as a global beacon for investment professionals, fostering knowledge-sharing and networking at the highest level. But after a five-year hiatus from in-person events as a result of COVID, re-engaging members and attracting new attendees was no small feat. The challenge? Reignite excitement, reinforce the event’s value, and position CFA Institute’s global conference as an unmissable industry moment.
Key hurdles included:
• Overcoming digital fatigue and proving the value of face-to-face interaction.
• Communicating the conference’s role in advancing careers and shaping the future of finance.
• Differentiating CFA Institute’s global conference from other industry gatherings in a competitive event landscape.
solution
The CFA Institute global conference needed more than just a relaunch—it needed a brand identity that commanded attention and redefined what an investment conference could be. Gatesman stepped in to craft a bold, future-forward positioning that would cut through industry noise and inspire action. And a platform that can be used for years to come.
- A Name That Sparked a Movement – In our strategic pitch to CFA Institute, we proposed a name that captured the heart of the event: LIVE 2025. More than just a conference title, “LIVE” symbolized the return to in-person connections, the real-time exchange of ideas, and the energy that fuels professional growth. It stood apart from traditional finance conferences by emphasizing the power of human connection in shaping the future of investment. Once approved, this name became the foundation for a campaign built on momentum, exclusivity and community.
- A Brand Story That Elevated the Experience – We didn’t just promote the event; we positioned CFA Institute LIVE 2025 as an essential investment in one’s career. Our messaging—“Invest in the Power of Connection”—underscored the ROI of attending, making it clear that the brightest investors didn’t just belong at LIVE 2025; they needed to be there.
- Distinctive Visual Identity – Leveraging CFA Institute’s established brand equity, we introduced a refreshed luminescent visual system to symbolize the energy and innovation sparked by face-to-face interaction. This, paired with strategic use of CFA’s signature blue tones, created an unmistakable look that reinforced credibility while standing out in a crowded event landscape.
- Multi-Channel Momentum – To ensure maximum reach and impact, we developed a high-impact digital and physical experience that extended from targeted paid media and thought leadership content to on-site activations and social engagement strategies. By integrating personal storytelling, behind-the-scenes sneak peeks, and interactive elements, we transformed CFA Institute LIVE 2025 into more than just an event—it became a movement that professionals across the industry wanted to be part of.
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