IMS, a leading multi-national conference for microwave technologists, came to Inward Solutions looking for a brand and theme for their annual event. Every year, the IMS conference is held in a different location, and highlighting to host-city is one of the key components of the gathering. The creative team came up with elements that represented each city, along with colors and fonts to support each theme, such as a surfer highlighted in yellow for Anaheim and a boating/pirate theme for Tampa. Additional elements were placed throughout the collateral that further showcased the location, for example, the Tampa convention booklet included a pirate-themed program guide, a treasure map of the Tampa Convention Center and photos of the area. The elements created by the Inward graphic design team were used on all corporate collateral, direct-market advertising, print advertising, stationary, IMS programs books, and signage.