Edinburgh University Business School
Creating a global identity and digital experience for an international finance conference
Edinburgh University Business School hosts a respected international finance conference, bringing together academics, industry professionals and financial experts from around the world.
Razor Signal was appointed to create a distinctive visual identity and digital content to support the promotion and delivery of the Annual Finance Conference.
The objective was to create a brand presence that reflected the calibre of the event while communicating its international reach, academic credibility and relevance to the global finance community.
The Challenge
A conference of this scale needs to communicate credibility before an attendee ever arrives.
The event brought together three distinct audiences:
- Academic researchers
- Financial industry professionals
- International finance experts
The visual identity needed to work across these audiences while reflecting the intersection of finance, academia, innovation and international collaboration.
Alongside the identity, the conference needed engaging digital content capable of capturing the experience of the event, showcasing its speakers and extending its reach beyond the physical venue.
The challenge was to turn an established academic event into a cohesive and compelling digital experience.
Our Approach
We combined creative strategy, brand design and video production to develop a consistent identity and content system for the conference.
Developing the conference identity
We created a distinctive visual identity designed around the themes of finance, innovation and academic excellence.
The identity was developed to work across multiple applications, including:
- Digital platforms
- Event communications
- Promotional materials
- Presentation materials
- Conference assets
The result was a more recognisable visual presence that could communicate the quality and international nature of the event consistently.
Creating content that brought the conference to life
We developed video content designed to communicate the importance and experience of the conference.
This involved planning, scripting, filming and editing content featuring academics, industry experts, speakers and event participants.
The objective was not simply to document the event, but to create content that could communicate its people, ideas and influence.
Extending the digital experience
The resulting creative assets were designed to support the conference throughout its lifecycle.
Content could be used before the event to build awareness, during the conference to increase engagement and afterwards to extend the reach and longevity of the event.
This created a more connected experience across the conference’s digital touchpoints.
The Impact
The project created a stronger and more cohesive visual and digital presence for the conference.
Key outcomes included:
- A distinctive event identity aligned with Edinburgh University Business School’s reputation
- Professional video content designed to increase audience engagement
- Consistent branding across promotional and digital channels
- A library of content assets capable of extending the event’s reach
- A stronger digital representation of the conference’s international profile
The Result
Razor Signal helped Edinburgh University Business School create a stronger visual identity and digital experience for an internationally recognised finance conference.
By combining strategic design, visual storytelling and video production, we helped translate the scale and credibility of the event into a digital presence capable of engaging audiences before, during and after the conference.
The project demonstrates the role that thoughtful digital communication can play in strengthening the perceived authority of an organisation and the events it creates.
Razor Signal Perspective
Digital experiences shape how audiences perceive expertise.
Whether the subject is finance, education, technology or professional services, organisations need to make their authority visible and understandable across every digital touchpoint.
Today, that extends beyond branding and video.
As search increasingly incorporates AI-generated answers, recommendations and summaries, organisations with strong reputations have an opportunity to turn that authority into broader digital visibility.
The principle is the same:
Authority needs to be communicated before it can be recognised.
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