In the world of event branding, evolution is not just inevitable, but it’s essential. With nearly two decades of excellence behind it, Conventa has long stood as a trusted name in the regional events industry. But even established brands must reflect the world they help shape. Enter Neža Brezovnik, the creative force behind Conventa’s recent rebranding, which was an ambitious project that dared to rethink, refine, and reinvigorate a beloved identity.

In this exclusive interview, Neža shares the thinking behind the transformation: how the team honoured Conventa’s legacy while embracing bold visual changes, and why experience (not just appearance) was central to every decision. From aligning values like sustainability and innovation with design to lessons learned through collaborative creation, Neža offers a behind-the-scenes look at how a brand refresh became a statement of purpose.

On the rebranding process

Q1: What was the catalyst for deciding it was time to rebrand Conventa?

Conventa already holds a strong position in the market, with a brand that is widely recognised and enjoys great trust and loyalty from its partners and attendees. But when I joined the team and had the privilege of experiencing the processes and minds behind the brand, I saw an opportunity to represent it even better. Conventa aims to be a trendsetter, and I believe that comes with responsibility. Its online presence, processes, visual style, and communication needed to reflect that ambition. The idea of elevating the brand through a rebrand was well received and aligned perfectly with what Conventa stands for and where it’s headed.

Q2: How did you define the goals of the rebrand, and what did success look like for you?

For me, the goal was to find the right balance between what already worked, what could be improved, and what needed to evolve. The rebrand aimed to position the brand even more clearly, defining its offer and making it easier for potential business collaborators to connect with us. Success meant recognising what was already strong and taking it to the next level, while adding freshness, youthfulness, and alignment with today’s technology and marketing trends. It wasn’t about a one-time makeover but about creating something that will enrich the brand and its community for the next decade.

Q3: How did you ensure the new brand identity remained true to Conventa’s legacy?

It all started with bringing together the right people. Each with the right mindset and skills, and allowing their strengths to shape the project. I want to express my heartfelt thanks to everyone who made this a success. Gorazd Čad and Natalija Bah Čad, who have been part of Conventa from the beginning, brought a rich perspective and deep experience that kept us grounded in the brand’s roots. Luka Kopajtič, our brilliant designer, helped us define the new visual language and brought it to life with clarity and intention. Tamara Demir, a highly skilled developer, translated it all into a seamless digital experience. And Jure Čad, a master of words, gave it its new tone. By involving people who truly understand the meaning of Conventa, we stayed anchored to its essence.

“Conventa aims to be the driving force that creates meaningful connections between people and opportunities in our region.”

On creativity and innovation

Q4: What inspired the new visual identity, and how did you approach choosing the new logo, colours, and style?

The new visual identity was shaped by a thoughtful and strategic process rooted in our vision. Conventa aims to be the driving force that creates meaningful connections between people and opportunities in our region, while also delivering high customer satisfaction and constantly improving through sustainable practices. Our visual language needed to reflect that.

We kept the logo almost the same, because it still perfectly represents the core idea of collaboration. Its symbolic shape continues to tell the story of people and ideas coming together. We only made slight adjustments to make it more functional and adaptable in the digital environment.

We also focused on clearly defining our main offer through Conventa’s already well-known slogan Explore. Meet. Create. This powerful line became a framework to show that Conventa is more than just a once-a-year trade show – it’s a brand that offers value all year round through various projects and initiatives. You are warmly invited to discover everything Conventa is becoming on our refreshed website.

The main values (honesty, sustainability, and innovation) guided every design choice.

We kept green as our base to represent our sustainable heart, introduced more white space to reflect clarity, modernity, and trust, and added hot pink as a bold accent that signals freshness, creativity, and the courage to innovate.

Q5: Were there any surprising sources of inspiration that shaped the rebrand?

Throughout the process, we often came back to one core idea: the experience. How can we make the experience of engaging with Conventa, whether online, at the event, or through collaboration, more enriching and inspiring? We believe this is the shift happening in the events industry: people don’t want to just be somewhere, they want to feel engaged, connected, and inspired. That was the main source of inspiration for us: creating meaningful experiences for everyone involved.

Q6: Which part of the new brand do you feel most proud of, and why?

I am incredibly proud of how beautifully the work of so many talented people came together. Each person brought their own strength, and together we created something that feels fresh, yet grounded – an elevated, stable space for the brand to grow and evolve. That collaboration and shared vision are what I cherish the most.

“I am confident the team will keep finding creative ways to bring new ideas to life and to keep enriching our region by fostering high-quality business connections.”

On creativity and innovation

Q7: How do you plan to keep the brand evolving to stay relevant in the coming years?

We will continue building a strong and engaged community around the brand. Now that we are more clearly expressing our values and vision, we are naturally attracting more like-minded people. I am confident the team will keep finding creative ways to bring new ideas to life and to keep enriching our region by fostering high-quality business connections. We also see great potential in expanding our digital presence, which will be one of our main focuses moving forward.

Q8: How has leading the rebrand impacted you personally or professionally?

It gave me a deep and valuable understanding of the project, its processes, and its offering. I also gained a broader view of the industry and its competitive landscape. But it was also a journey of personal growth. I had the chance to apply my knowledge and creativity to help bring people’s vision to life and to turn scattered parts into a whole.

Q9: If you could capture the essence of the rebrand in a single sentence, what would it be?

A creation shaped by clarity and talent makes a meaningful legacy visible and lasting.

Explore Conventa’s rebranding here.