Turning annual events into
immersive brand experiences
Ascendion, a leading force in digital innovation is recognised for combining advanced technology with human creativity. With a strong focus on progress, resilience and transformation, the company helps businesses navigate change while creating meaningful and future-focused solutions.
Known for its bold thinking and collaborative culture, Ascendion continues to build experiences that inspire clients and communities. Their events are an extension of this philosophy, serving as platforms for connection, innovation and shared momentum.
For Ascent 2025, Ascendion’s annual internal event, the objective
was to create a distinct and cohesive visual system for the event along with supporting collateral, that reflected the energy and ambition of the occasion.
Inspired by the spirit of Top Gun: Maverick (film, 2022), the concept centred on speed, confidence and pushing beyond limits.This would give the event its own strong identity while remaining aligned with Ascendion’s established brand language.
Creating momentum through visual storytelling
CHALLENGE
Translating cinematic energy into a cohesive brand experience
The creative direction for the event needed to capture
the excitement and boldness associated with Top Gun: Maverick (film, 2022) without relying too heavily on literal movie references.
The challenge was to create something that felt inspired by the theme rather than imitative, ensuring the resulting identity remained original and aligned with the brand's professional image.
At the same time, the visual system needed to work across a large number of event collaterals including print and digital touchpoints,. From larger assets like LED screens and stage backdrops to smaller details like ID cards and signage. Consistency across every element was essential.
SOLUTION
Developing a flexible identity rooted in speed & precision
The design approach began with the development
of an identity for the event. This included creating a custom logo unit, colour palette, and graphic focused on blending cinematic influence with Ascendion's brand identity.
Fighter jet silhouettes, aviation badges and military insignias were introduced as subtle visual references, creating an immediate connection to the theme while keeping the overall look refined and professional.
Alongside these recognisable elements, abstract representations of motion, resilience and breaking barriers were used to express the larger Maverick mindset. This helped shift the concept from visual inspiration to emotional storytelling, making the identity feel more meaningful and brand-led.
A military-inspired colour palette was carefully adapted to work with Ascendion’s existing brand colours, ensuring visual harmony across all deliverables. Typography remained aligned with established brand guidelines, allowing the theme to feel immersive without losing familiarity.
The system was designed to create a seamless attendee journey from arrival to the final event experience. It began with branded
emailer invites and updates that set the tone, followed by luggage
tags and airport placards that welcomed guests from the moment they first arrived at the destination.
At the venue, branded booths. check-in counters and signages created a warm first impression that felt organised, ensuring a smooth entry experience for all. Custom ID cards and lanyards provided easy access across all event locations, reducing friction and helping guests move effortlessly throughout the space.
The main event areas were then brought to life through stage backdrops, animated standees, photobooths, and other branded elements that reinforced the event identity. Every touchpoint was thoughtfully designed to contribute to a unified, memorable attendee experience.
OUTCOME
An event identity that delivered energy & lasting recall
The final outcome gave Ascent 2025 a strong and memorable presence, successfully balancing cinematic excitement with clear brand alignment. The event visuals created an immersive environment that reflected Ascendion’s values of innovation, courage and forward movement.
The client was highly satisfied with the final result, as the design system delivered both visual impact and practical flexibility across all formats. It strengthened the event experience for attendees while reinforcing Ascendion’s position as a bold and future-focused brand.
Shaping perceptions & building lasting relationships
This project showed how print communication can do more than present information. By creating a booklet that balanced clarity, structure and brand consistency, the final outcome delivered a lasting impression for both the client and its audience.
The result was a thoughtful and polished piece built around credibility, collaboration and purpose.
