O2 Lab created an identity mark that was clean and simple yet embodied the complexity of the client's message. Two interconnected boxes suggest Taxation helps members connect, network and navigate the ever-changing world of law. Type grounded at the base of the larger box symbolizes an established and trusted source. A smaller to larger box implies “looking at the larger picture” which evokes the idea of forward-thinking, insightful, thought leaders. This branding imagery was further developed through smart, fluent design. It was gradually applied to all marketing communication materials, beginning with the client’s major conferences (brochures, signage, promotional items, registration materials and booth graphics), as well as, to publications, email communication and the web site. Creating a strong and cohesive brand throughout the marketing materials created an increased recognition among the members, immediately differentiating their services from competitors.