A-frame signage, badges for the event on a check in table, and the badge design for DazzleCon '23.

When Zebras Unite was putting on DazzleCon, they called us to design it all.

Zebras Unite is an organization dedicated to building a movement that supports companies working for both profit and purpose. The collective noun for Zebras is a "dazzle," and so DazzleCon is a meeting of the minds, a gathering of Zebra companies from around the world looking to workshop the future of capitalism in Washington, D.C. ZU’s leaders looked to Smith & Connors to create a brand vision for the event, then to produce and coordinate materials across many channels, from web, social media, and print to event and environmental design. The event design is an extension of Zebra Unite's brand (which we designed a few years ago).

Our CEO, Talie, spoke at the event, as well, and then wrote a LinkedIn post reflecting on what she experienced there. 
The secondary DazzleCon logo overlaid on a colorized image of event attendees

Brand Identity

Expanding upon an existing visual language

Cueing off the existing Zebras Unite brand identity, we created a bold visual language and design system that  that reflects the organization’s dynamism. The whole system was build on a simple brief: make it flexible, celebratory, and communal. 

Using the brandʻs existing color palette we created unique gradients for each annual event, and designed a custom typographic grid system that could be used to generate new city codes for each year at the event moves across the world—starting with the planned 2024 event in Berlin. 
Badge and social media post designs for DazzleCon '23 and DazzleCon '24, showing how the brand evolves over time.
Brand Personality: Flexible, Celebratory, Communal
A custom grid for creating typography for DazzleCon '23. Indivisual letters animated over the grid showing how it is used.

Digital Design & Promotion

Simplifying multichannel promotion for a small team

We designing and developed a custom Squarespace website with a simple information architecture, equipping attendees, and potential attendees, with relevant information and areas to take action. We also created a custom set of Canva social media graphics so the communications team could promote DazzleCon with confidence and ease.
Web pages from the DazzleCon '23 Squarespace site showing event schedule and speakers.
A Canva window outlining an editable social graphic template we designed and built for event marketing and promotion.

Event Swag & Signage

Giving the brand new life, in person

We collaborated with local values-aligned vendors to fabricate every facet of the event, including designing bespoke pins for attendees and returning Zebras Unite members. Other deliverables included badges, exterior and interior signage, and a presentation template that keep the event feeling on brand from speaker to speaker. 
A badge and lanyard design for an event attendee
An A-frame sign placed outside the event reading, "DazzleCon '23: For people comitted to building the new economy together."
An event speaker standing in front of a design presentation slide matching the event branding.
A roll-up banner with the Zebras Unite branding created to travel flexibly to any event put on by the organization.
Three pin designs created to represent membership levels and conference location.

Project Scope

  • Brand Guidelines
  • Brand Strategy & Messaging
  • Logo Design
  • Print & Collateral Design
  • Signage & Environmental Design
  • Visual Identity Systems
  • Campaigns
  • Communications Strategy
  • Copywriting & Content
  • Marketing Assets
  • Photography Direction
  • Presentations & Pitch Decks
  • Social Media
  • Content Strategy
  • Web Design & Development
Branded name tags for conferences and events
A collection of branded marketing materials: tote bag, name tags, brochures, business cards, and booklet designs

Explore the original brand identity that inspired DazzleCon '23