After a couple of years of unprecedented growth, Extreme Networks, a leader in the IT/networking space, was looking to bring its customers together to showcase the new ways Extreme could help those loyal customers.
At the time of the event, Extreme’s tagline was “Connect Beyond the Network.” This tagline represented an evolution beyond traditional networking. Branding this event as Extreme Connect helped to reinforce this new vision for the company, as well as play off the double meaning behind “connecting” at an IT conference. These people make network connections all day long, and this was their chance to connect with others who do the same job.
Because this would be the first Extreme user conference, we had to create an experience that would entice the attendees to not only want to return but to buy more from Extreme. We focused the presentations on educating the customers on ways to make their jobs easier and make them more successful at those jobs. And we also provided entertainment and drinks to ensure they were having fun. This experience would prove to be successful in strengthening the bonds between these customers and the company. And we could see this as we tracked sales afterward.
Year one was about connecting the dots between the different product portfolio expansions.
Year two was about the different pieces coming together to form one cohesive vision. So all of the dots that had been connected by lines were now starting to overlap and gel together. This year also introduced the idea of E | C in the middle of the logo. As the event becomes more established, this E | C icon is being used more as a secondary logo treatment.