In the initial concepting there were a few ideas and conference themes that were toyed around with. Growing from innovative storytelling to a female professionals conference that focused directly on how women innovate across varying fields.

 

Originally focusing on aspects of femininity to create this message of "I can still be what the world thinks I can't while maintaining who I am", but then instead turning attention to ideas and expanding to new ones to co-exist with the original message. The lightbulb in the lettermark has an openness to it while having a concreteness to it. Representing the way things are done and the way they could be. Along with the imagery often associated with a "lightbulb moment" the lit icon contains an abstracted "W" to communicate the women orientated messaging throughout the brand.