A brand identity built on human care and engineered precision

Engagement Focus

Brand Positioning & Messaging, Visual Identity Design, Logo & Monogram Development, Color & Typography System, Brand Guidelines Development

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Project Overview

Meetings & Incentives Worldwide needed a brand identity that matched the sophistication of the work behind it. The company plans and delivers high-stakes corporate meetings and incentive programs for clients who cannot afford a bad day, but the identity representing that work in the market hadn’t kept pace with how far the company had grown. 77co partnered with M&IW to build a positioning platform and visual identity system that finally matched the operation running underneath it.

The Challenge

M&IW built its reputation the hard way, running high-stakes meetings and incentive programs across industries like pharmaceuticals and technology, where every detail has to land exactly right, and one missed call becomes a story nobody wants told. That operational discipline is real and it was earned over years of client work. The identity representing it in the market did not reflect any of that rigor. It leaned on a lowercase wordmark, a rainbow-hued icon, and a color palette that read closer to a community nonprofit than a firm trusted with events where nothing is allowed to go wrong.

That mismatch showed up exactly where it hurt most, in the pitch room. M&IW was competing for the same accounts as larger, brand-forward firms with decades of visual polish behind them, and the old brand identity gave prospects a reason to hesitate before M&IW’s team ever opened their mouth. A brand that looks smaller than the work it represents makes every conversation start from behind, no matter how strong the actual delivery is.

The rebrand also had to solve a harder problem than most identity projects face. M&IW sells to two different buyers inside the same organization: operators who care about flawless execution and leaders who care about measurable business impact. An identity that leaned too far toward polish would read as style over substance to the operators, and one that leaned too far toward process would read as forgettable to the leaders. It needed to hold both audiences without picking a side.

THE SOLUTION

77co started with positioning, not visuals. The work led to a platform built on a tension already present in how M&IW operates: human-centered experience design paired with engineered precision. That phrase, human plus engineered, became the filter for every decision that followed, from the shape of the new mark to the words used on a LinkedIn ad.

The new brand identity replaced the old lowercase wordmark and rainbow icon with an MW monogram set inside a circle that ties directly back to the brand’s own geometry rather than functioning as decoration. That circle pairs with a system of grid lines across collateral, creating a visual tension between organic and structured that mirrors the human-plus-engineered platform. The color palette was trimmed to a working set built around Ocean, Coral, and Glacier, paired with a serif for editorial headlines and a clean sans serif for body copy, giving the brand a more considered register than the original. The messaging followed the same logic, putting the positioning directly into copy. Lines like “A flawless event is the bare minimum, not the goal” and “Events engineered to move your business forward” carried the platform into launch materials, and the call to action moved from an RFP request to “Talk to our team,” repositioning M&IW as a strategic partner instead of a vendor filling out a bid form.

The system was built to extend cleanly across every surface, from business cards to trade show collateral to paid social, which matters because that same identity now has to carry onto a full website rebuild currently underway. The positioning, color, type, and message architecture built in this phase is the foundation the new site is being built on, extending the human-plus-engineered story into a digital presence designed to hold up under both buyer types.

Results & Metrics

+600

Interested potential customers sign up for updates in the first 30 days

60 Days

Founding Memberships Sold Out

+50.2%

Facebook Community Growth Month Over Month

2000

Instagram Followers in 60 Days

Seventy Seven Collective has been much more than a marketing partner for The Hockey Barn. From the beginning, Darrell and the team have helped us take a vision and turn it into a brand that people understand, connect with and want to be part of. What I value most is that they don't simply execute what we ask them to do. They challenge our thinking, bring ideas to the table and operate as a true extension of our team. Together, we've introduced an entirely new concept to the market, built significant early interest and created a community around The Hockey Barn before we even opened our doors. I'm incredibly grateful for the partnership, friendship and the role 77 continues to play in what we're building."