Brand Identity and Host City Proposal
Medal of Honor Convention

Revering the Medal of Honor in Knoxville. 

With the support of Designsensory’s branding system, Joe Thompson, CPA, spearheaded efforts to bring the Medal of Honor Society’s 2014 convention to Knoxville. As the group’s brand consultancy, Designsensory created pieces for and coordinated a phased communications plan to promote the event. 

We began by developing the brand identity that would be used for the Knoxville convention and creating rich and evocative new assets, including official photography of the medals, original artwork and a brand system that would be used for future conventions. 

The identity system communicates valor, courage, sacrifice, patriotism and selflessness. The design brings together elements referencing each branch’s medals as well as Tennessee’s state flag. The laurel leaves and star elements allow for flexibility when using the logo for future conventions.

With the bid package, we began the process of focusing on the stories of the recipients and the history of the medal itself. The themes of honoring the recipients and sharing the story of the medals carried through all of the materials in every platform. The bid package included original artwork, research and content as well as a preliminary marketing plan for promoting the convention.

Once the Medal of Honor Society awarded the convention to Knoxville, Designsensory began the process of creating assets to be used both in this convention and in subsequent conventions and events. The video and photographic assets included the people, place and process of how and where medals are made, a never-before-documented process.

The result was that Knoxville not only won the opportunity to hold the convention here, but also was able to create assets that would serve the Medal of Honor Society and Foundation for many years to come.

Dreaming To Doing: Rising To The Occasion

Before Knoxville was chosen as the host city, we had to create a brand framework, including visual identity and pitch book. Most importantly, with the help of Joe Thompson and others involved in the pitch process, we learned first hand the significance of the recipients and their medals.

Audience Insights

Our highest priority was to honor the the highest U.S. military honor and the men who receive it. 

Outside Inspiration

We looked for ways to combine Tennessee emblems with symbols of valor to reflect the Medal’s principles. 

Competitive Benchmarks

To improve Knoxville’s chances of being awarded the convention, we wanted the pitch book to be unique in its power and elegance. 

Let’s achieve great things together.

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