case study: reposition and refocus

When PCMA (Professional Convention Management Association) faced its 2006 Annual Meeting, several unique considerations were on the table. The organization had relocated headquarters across the country in 2000, resulting in 100% turnover of staff. Top leadership was also a transition story, with 3 CEO’s in 5 years. The upshot was some disconnects among some of the membership, and feedback that expressed confusion over the direction of the organization.

With the appointment of a new CEO in 2005, PCMA was confident and energized to take on new directions and initiatives. They looked to Osmosis Creative for a design package that would be used to create a “buzz” in the industry, drawing attention and serving as a conversation-starter for the new initiatives.


Osmosis Creative responded with a theme and an image that delivered on many levels. The theme of “Life is change. Make Choices. Choose wisely.” spoke to one of the core strengths of PCMA: their reputation as the premium provider of educational content for the industry of meeting professionals. An image was created that was intriguing because of its content, and dramatic and appealing in presentation to this targeted audience.

PCMA leadership used the image in the course of the marketing campaign as talking points for the new initiatives. Osmosis Creative then applied the artwork to the Philadelphia Convention Center in a richly textured canvas of show design accents and signage that delivered a “Wow” event look that kept everyone talking.

Read more about the concept in “What’s Up With The Pears”. See more photos of the event design in our portfolio.