ASM Global (now Legends Global) is the world's largest venue developer and management company, operating over 450 venues across 5 continents. The organization built itself on delivering consistent, high-quality venue operations from "ingress to egress," along with the day-to-day management and revenue development that supports it all. When the organization came to us, it was struggling to consistently deliver its brand experience across touchpoints spanning a wide range of venue sizes, uses, and locations. We were onboarded with a kit of disparate parts and asked to audit, organize, and align them behind a comprehensive brand vision, visual identity, and tonal point of view.
In the process of developing that brand bible, we worked hand-in-hand with the CMO to create an upstream brand value platform that guided not only identity and tonal development but served as a north star for organizational execution from business development to sponsorship sales to on-the-ground training and execution by venue staff. In addition to the identity and tone system itself, we translated this upstream work and brand bible into end-use examples for brand expression across common channels like signage, social, and digital media.
Consistent execution and deployment of its own brand helped position ASM Global as a reliable partner for venue owners around the globe to trust with their own. The guidelines supported the growth of the organization’s venue portfolio by 100 venues over two years, a growth trajectory that contributed to a $2.4 billion exit for ASM Global’s ownership group.
