We Invested in the Power of Connection
Industry
Finance
Finance
Bringing the Buzz back to CFA Institute’s Annual Conference.
Reigniting a global finance conference by proving the value of in-person connection after years of digital fatigue.
SITUATION
For years, CFA Institute’s annual conference was 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 due to COVID-19, coming back in 2025 was no small feat. We needed to reignite that excitement, reinforce the event’s value, and position CFA Institute’s global conference as an unmissable industry moment.
Then, on May 4-7th, the third-most populated city in the U.S. saw the first CFA Institute global conference in years. Chicago, Illinois, became our home base as we aimed to re-engage members and attract attendees to the world’s next emerging economic hub.
Then, on May 4-7th, the third-most populated city in the U.S. saw the first CFA Institute global conference in years. Chicago, Illinois, became our home base as we aimed to re-engage members and attract attendees to the world’s next emerging economic hub.
KEY CHALLENGES 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 full brand identity that commanded attention and redefined what an investment conference could be. Gatesman stepped in to craft a bold, future-forward position that would cut through industry noise, inspire action, and be used for years to come.
- We Coined the Name That Sparked a Movement: In our strategic pitch to CFA Institute, we proposed the event name "LIVE 2025" to capture the spirit of in-person connections and real-time idea exchanges. It broke away from traditional finance conferences, focusing on human connection and the energy that drives professional growth. Once approved as the event’s name, it became the foundation for a campaign centered on momentum, exclusivity, and community.
- We Told 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.
- Globally renowned speakers contributed to a jam-packed agenda of events, including Daron Acemoglu, 2024 Nobel Prize winner; Rosie Rios, 43rd Treasurer of the United States; Miha Pogačnik, violinist; Peter Zeihan, author; and more.
- We Crafted a Distinctive Visual Identity: We created a standout visual identity by refreshing CFA Institute’s brand with a luminescent system that harnessed the energy of in-person interactions.
From a single microsite to tons of experiential popups, we used CFA’s signature blue tones to reinforce credibility across every asset, ensuring the event was unmissable in a crowded landscape.
- We Powered Multi-Channel Momentum: We developed a high-impact digital and physical experience blending targeted paid media, thought leadership, and on-site activations with social engagement. Through personal stories, behind-the-scenes content, and interactive elements, CFA Institute LIVE 2025 turned into a movement professionals across the industry eagerly embraced.
