2023 Korean Women’s Conference:
"Life is," A Celebration of Women’s Lives
The Korean Women’s Conference was a two-day event for over 1,300 women aged 20 to 80 from across Korea. The conference aimed to promote unity and self-worth, helping women recognize the profound value of their lives. My role included overseeing the entire branding process—from setting the conference’s objectives to designing participant experiences, programs, and promotional strategies. The primary challenge was creating an experience that would resonate deeply and meaningfully with a wide age range, ensuring every participant felt engaged and valued.
Result
The conference exceeded expectations with record-breaking registration, reaching over 1,300 participants—well above the anticipated 800—necessitating additional hotel bookings. Despite logistical challenges such as longer wait times during meals, satisfaction levels were extremely high, with minimal complaints. Remarkably, over 10 self-organized post-conference gatherings took place across the country, a testament to the conference’s impact. Due to popular demand, we extended the sharing of a conference video, My Story, Our Song, on YouTube for one month at year’s end.
Strategy
Universal Value Beyond Age and Culture
With a broad target age range, it was essential to base the conference theme on universal values that transcended age, culture, and background. The slogan "Life is," was chosen to allow participants to reflect on and rediscover the meaning of their own lives throughout the event.
Under this theme, each program focused on different aspects of life’s value—"Life is welcoming," "Life is colorful," and "Life is designed"—inviting introspection and celebration of life’s moments.
Slogan
The slogan, 삶은, was crafted in a modern, playful style, reflecting a positive and lighthearted approach to life’s value.
The slogan, 삶은, was crafted in a modern, playful style, reflecting a positive and lighthearted approach to life’s value.
Color Scheme
Purple and mint green were chosen as the primary colors. Purple, a blend of blue and red, symbolizes equality and individuality, moving beyond the traditional red associated with femininity. Mint green represents vitality and fresh energy, adding a contemporary touch to the conference’s theme.
Purple and mint green were chosen as the primary colors. Purple, a blend of blue and red, symbolizes equality and individuality, moving beyond the traditional red associated with femininity. Mint green represents vitality and fresh energy, adding a contemporary touch to the conference’s theme.
Consistent Branding
Posters, banners, name tags, and all touchpoints were designed to consistently reflect the conference’s purpose and values, enhancing participant engagement.
Posters, banners, name tags, and all touchpoints were designed to consistently reflect the conference’s purpose and values, enhancing participant engagement.
Welcome Gifts
Each attendee received a stylish welcome gift featuring the conference colors, embodying femininity and welcoming them to the event.
Each attendee received a stylish welcome gift featuring the conference colors, embodying femininity and welcoming them to the event.
Variety Show
The show featured performances across various genres and generations, inviting participants to engage emotionally. Purple glow sticks created a unified and immersive brand experience.
The show featured performances across various genres and generations, inviting participants to engage emotionally. Purple glow sticks created a unified and immersive brand experience.
Behind the Scene
Conducted Zoom focus groups with representatives from 13 regions nationwide, covering diverse age groups, to understand the needs of various demographics.
Led a team of 17 program directors and over 100 staff and volunteers to plan and execute the conference.
Set a unique qualitative KPI for the event: fostering genuine emotional moments. Many attendees expressed themselves through laughter and tears, sharing moments of heartfelt connection.