The 5th International SACO Conference
Brand, build, deliver: SACO's milestone conference
For SACO's 10th anniversary, we developed a contemporary visual identity system and delivered a seamless two-day hybrid conference, uniting 526 delegates across physical and virtual spaces to shape the future of Africa's creative industries.
The brief
The South African Cultural Observatory needed more than a conference—they needed a platform worthy of their 10th anniversary that would convene Africa's creative economy thinkers, makers and policymakers. The existing visual identity felt dated, relying on literal illustrations that no longer reflected SACO's evolution as a leading research voice. Beyond aesthetics, the brief demanded seamless hybrid delivery, genuine accessibility, and coordination across government departments, academic institutions, sponsors and suppliers spanning two provinces.
With the Department of Sports, Arts and Culture, City of Cape Town and Nelson Mandela University all invested in the outcome, the stakes were considerable. SACO trusted us to deliver both the strategic communications and full event management through our joint venture with Southern Cross Conferences – a partnership that combined brand expertise with logistical precision.
What a creative economy conference should feel like
A brand system built to flex
The conference identity, which coincided with SACO’s 10th anniversary, needed to work across every touchpoint – from animated digital assets to architectural-scale environmental branding. The abstract "X" motif served triple duty: marking the Roman numeral milestone, representing the intersection of creative disciplines, and scaling beautifully from mobile screens to stadium surfaces.
Accessibility as action
Perhaps most telling was our procurement approach. The conference bags weren't sourced from the cheapest supplier; they were handmade linen pieces from female-led cooperatives in Khayelitsha. In a conference about creative economy futures, we ensured our own supply chain embodied the inclusive economic participation we were discussing. Every delegate carried tangible evidence that creative economy isn't just theory.
One team, two disciplines
Our joint venture with Southern Cross Conferences unified brand strategy and event logistics under shared accountability. Clear role delineation meant neither communications nor operations dominated – each strengthened the other. BBA led brand, design and stakeholder communications; SCC managed registration, venue operations and supplier coordination.
