Context.

Over the last four years Supplier Day has become the world’s leading supplier events company. Led by CEO, Caitlyn Lewis, Supplier Day designs, produces and hosts physical and virtual events that unite household name organisations including PepsiCo, Siemens, Sandoz and Bayer with their global supplier communities, often made up of thousands of people across hundreds of specialist companies.

Supplier events are of huge strategic and commercial importance. They help procurement teams secure alignment with the company vision, inspire proactive innovation, generate healthy competition and reinforce sustainable practices. The world’s biggest brands rely on Supplier Day to deliver brilliantly planned and seamlessly executed physical, virtual and hybrid events.

17days has been lucky enough to work with Supplier Day since the business started out, so we were well positioned to lead the company’s rebrand as it embarked on its next chapter.

Supplier Day’s True Story.

Big organisations need unifying, motivating events that ensure their supply chains see them as ‘customer of choice’ – the organisation their suppliers are the most creatively and commercially motivated to help prosper and grow. This core strategic thought led us to the simple brand essence of ‘Unmissable’. ‘Unmissable’ captures both the nature of the Unmissable events that Supplier Day designs and delivers and the Unmissable opportunities that lie within, for the attending suppliers.

Typical supplier events are renowned for their one-way communication, where the host organisation talks at their suppliers, rather than with them. Supplier Day events put the aspirations, expertise and voices of suppliers at the heart of the design and execution of the event. We coined the phrase ‘Starts with Suppliers’ to headline Supplier Day’s collaborative approach to more impactful events.

Impact.

Supplier Day’s new visual and verbal identity needed to rise above the tired corporate branding that dominates the procurement sector and goes largely unnoticed on LinkedIn. We created something distinctive, confident, positive and emotive…something that would capture the imaginations of well-established Chief Procurement Officers and the new breed of procurement pioneers coming through.  

The ‘Unmissable’ brand essence led us to the Supplier Day Spark Mark – an extremely simple and versatile symbol that represents how Supplier Day events are the spark that starts something special.  The distinctive yellow hue - undiluted by a wider colour palette - would become unmissable on LinkedIn, and in time recognised as mark of quality, innovation and trust.