Crafting an Unforgettable Brand Identity for TreviPay’s First Conference – Crossroads

TreviPay’s Crossroads Conference attracts over 250 fintech professionals with a powerful new brand identity.

Challenge

TreviPay, a financial technology leader in B2B payments and invoicing, set out to launch its first-ever conference—Crossroads—in 2024. With ambitions to grow the event into a long-term brand that could evolve into a suite of programs, TreviPay needed a cohesive brand identity that would resonate both globally and locally.

The challenge was to:

Establish a premium brand identity for Crossroads that could seamlessly integrate into TreviPay’s broader fintech ecosystem and be extended to regional seminars and roadshows.

Create messaging and visuals that appeal to a diverse audience of fintech professionals across various industries, while also connecting with Kansas City, the event’s host city.

Solution

To build a strong and lasting brand for Crossroads, Crux implemented a multi-phase approach focused on audience insights, brand design and strategic messaging.

Audience Research: Conducted comprehensive market research to develop detailed personas for key audience segments, ensuring the brand’s messaging was both relevant and compelling.

Messaging Strategy: Crafted a messaging framework that balanced TreviPay’s global vision with local connections to Kansas City, allowing for flexibility across digital and on-site communications.

Brand Design: Created a new logo, color palette and style guide to deliver a consistent and professional brand experience. Unique visual elements were developed for each of the three industry-specific tracks to enhance clarity and engagement.
Content Development: Designed promotional campaigns for social media, email and event materials that highlighted the conference’s unique value proposition. Crux also provided website UX and copy recommendations to improve visitor engagement and conversions.

Services Provided

Conducted market research on key audiences for the conference, developing personas for attendees.

Developed a new brand identity for the conference, including logo, color palette, and messaging framework.

Aligned branding across digital platforms (website, social media) and event materials.

Created a brand style guide, design templates and other resources to be used.

Developed promotional social campaign emphasizing the conference’s unique value proposition.

Created a unique visualization of each of three tracks which were an important promotional aspect to those industry attendees.

Results

Sold-Out Event: Successfully attracted 250 attendees from over 100 different companies.

Digital Performance: Achieved 25,754 social media impressions with a 16% engagement rate—far above the industry average of 1.5%–3%. Video views totaled 7,547, with 2,859 link clicks.

Website Traffic: Following the launch of the Crossroads website, more than 2,500 companies from around the world visited to learn about the conference, Kansas City and partner organizations.

Brand Consistency: The new LinkedIn channels for TreviPay Crossroads saw significant engagement, thanks to Crux’s branded social templates and cohesive messaging.

Future Growth: The success of Crossroads has set the stage for TreviPay’s expanded fintech seminar series launching in 2025, with regional roadshows in London, NYC and Sydney.

Positive Feedback: Participants praised the fresh, professional brand experience, validating the effectiveness of the upfront branding and messaging work.