To celebrate The Event Group's 20th Anniversary, each month this year we are looking back at some of the milestones that brought us to today. This month we look at a few of our more complicated events.

The Event Group at 20: Refreshing Your Brand

With a name like The Event Group, Incorporated, everyone knows that we produce events, but not everyone realizes that our company also includes a full-service marketing department. When the company began, it was important to our CEO and founder to make The Event Group a place where logistics and marketing could work hand-in-hand to help tell a company's story.

Of course, the most important way a company tells its story is through its brand, and helping companies ensure that their brand accurately represents who they are has led to some of the most rewarding projects we've partnered on during the past 20 years.

One recent example is our work with Wenck Associates. Wenck was founded in 1985 as a small engineering firm in Minnesota, but as it approached its 30th anniversary, it had grown to include four operating companies, a dozen offices, hundreds of employees, and thousands of clients nationally and internationally. To properly reflect the growth of the enterprise, it was in need of a new brand image that communicated the company's professionalism and values.

The Event Group team spent months working with the company, meeting with stakeholders, gathering information from a cross-section of employees, and researching the history of the company. Working closely with company leadership, TEG developed an enterprise brand strategy that incorporated consistent visual cues and messaging that communicated the look and feel of a large enterprise versus a small business. Wenck's CEO unveiled the new brand to the company during a retreat presentation that TEG helped produce. In the end, the response both internally and externally to the brand update was phenomenal, and Wenck’s image now better communicates everything the company has to offer.

Similarly, we worked with Hansen Engine Corporation to modernize the look of a company that was originally founded in 1977. Hansen works on the cutting edge of automotive technology, so it needed a look that didn't feel dated. Again, we worked closely with  the CEO of the company to make sure that the essence of what we created maintained the integrity and message behind the original logo art in a more contemporary manner.

A third and final example is our work with medical device company Electromed, which needed to create a strong, sustainable brand identity as it transitioned from startup to a multimillion dollar IPO. During that time, we handled every aspect of their marketing, advertising and branding to ensure that they were perceived as being in the same league as the huge medical device companies they needed to compete against.

If you missed any of our previous 20th Anniversary milestones, you can read about them here: TEG Milestones