A decidedly unconventional client event

When KCG hired Thinkso to help conceptualize, name, and brand what would become its signature client event, we set out to banish the stodgy stigma surrounding financial services summits. The result: UnConvention, an invigorating, three-day event that broke the industry mold. Each year, we created a theme and immersive experience for “UnCon” that tied a market topic together with the event’s unique locale. Our work included branding the event with elaborate environmental graphics, entertaining content, and unexpected client gifts. We handled all communications, from invitations to dinner menus to event programs, and even ran the social media and event app.

A seated presenter speaks to a group of attendees in front of a wall painted with a large KCG Un-convention event logo.
“With Thinkso as our creative partner, we elevated a semi-regular appreciation event to an industry leading, multi-venue, multi-day, signature experience that featured world class thinkers, talent, and original content.” Jillian Reid, VP Marketing & Communications, KCG


Montréal, 2017

UnConvention 2017 was set in Montréal, a city in which alternative ideas and unfamiliar customs come together in surprising ways. Thinkso’s goal was to capture this eclectic, dynamic energy throughout the conference and across a range of media. Our editorial strategy fused English and French, with a solid dose of wit and humor. Shields and crests representing different facets of Montréal’s character, as well as the city’s logo, formed the basis for our visual identity system.

Invitation to the 2017 KCG "Uncon" client event in Montreal with the headline, "An event par excellence."
Invitation to the 2017 KCG "Uncon" client event in Montreal with the headline, "Long live la différence."
Invitation to the 2017 KCG "Uncon" client event in Montreal with the headline, "That unconventional je ne sais quoi."
Thinkso.com_Alt-Text_Tracker Thinkso.com_Alt-Text_Tracker 100% 10 The 2017 KCG Uncon event homepage with the headline "That unconventional je ne sais quoi." and information about the event. The 2017 KCG Uncon cevent homepage with the headline "That unconventional je ne sais quoi." and information about the event. ; Cell C151 The 2017 KCG Uncon event homepage with the headline "That unconventional je ne sais quoi." and information about the event.
The 2017 KCG Uncon client event app with the logo, introduction, menu, and map of Montreal displayed on four smartphones.
2017 KCG Uncon client event attendees pick up their badges from the reception table.
Close up of the 2017 KCG Uncon client event credentials and schedule care on lanyards.
Attendees enjoying drinks near the bar during a cocktail reception at the 2017 KCG Uncon client event.
A speaker addresses attendees during an evening reception in front the neon sign logo for 2017 KCG Uncon client event.
Attendees seated for dinner at the 2017 KCG Uncon client event in a room decorated with event banners.
A close up of illustrated drink coasters and reception dinner menus for the 2017 KCG Uncon client event.
The illustrated cover of La Metropole, the 2017 KCG Uncon client event guidebook.
An artist painting and lettering a piece of white canvas to be cut and made into tote bags for the 2017 KCG Uncon event.
A collage of giveaway items for the 2017 KCG Uncon client event, including a tote bag, notebook, and Echo Dot smart speaker.
Attendees pay rapt attention to a presentation at the 2017 KCG Uncon client event.
Thinkso.com_Alt-Text_Tracker Thinkso.com_Alt-Text_Tracker 100% 10 An overhead illustrated display at the 2017 KCG Uncon client event that reads "The gathering du jour is right this way." An overhead illustrated display at the 2017 KCG Uncon client event that reads "The gathering du jour is right this way."; Cell C16An overhead illustrated display at the 2017 KCG Uncon client event that reads "The gathering du jour is right this way."
Three attendees on a break at the 2017 KCG Uncon client event in front of windows decorated with the event logo,
A bartender and cocktail menu sign at the 2017 KCG Uncon client event. A pair of acrobats perform in the background.
A place setting with a knife, fork, plate, and illustrated menu cards for a dinner at the 2017 KCG Uncon client event.
A single presenter at podium in front of a large neon sign logo for the 2017 KCG Uncon client event in Montreal.

The neon crest we created became the signature graphic of the event. Blending old with new, we repurposed it in multiple forms, including a digital animation, window decals, and an actual light-up sign.


Philadelphia, 2016

UnCon 2016 was set in Philadelphia, an early leader in the publishing industry, the heart of the American Revolution, and home to one of our most accomplished Founding Fathers, Ben Franklin. Inspired by the city’s history, we built the event’s theme around “revolutionary thinking” throughout the world.

Save the date mailing for the 2016 KCG Uncon client event with the headline "Original, independent, revolutionary thinking."
Invite for the 2016 KCG Uncon client event that reads "Scientific revolutions, party politics, and truly refreshing ideas."
Invite for the 2016 KCG Uncon client event with the headline "See you in Philadelphia!" in ornate script.
Close up a gold wax seal of the KCG Uncon client event logo on on a grey envelope.
KCG Uncon 2016 client event banner at the entrance gate of a grand building and courtyard.
Actors portraying revolutionary era historical figures mingle at an outdoor reception at the 2016 KCG Uncon client event.
An invitation to dinner and buttons featuring images of the founding fathers for the 2016 KCG Uncon client event.
Close up of the "Philly Gazette," the newspaper-style guide for the 2016 KCG Uncon client event.
Front and back pages of the "Philly Gazette," the newspaper-style guide for the 2016 KCG Uncon client event.
An open package for a giveaway item at the 2016 KCG Uncon client event with the headline "A great discovery."
Open pages of an attendee giveaway notebook for the 2016 KCG Uncon client event in Philadelphia.
Several illustrated event posters on the wall of the meeting area at the 2016 KCG Uncon client event in Philadelphia.
A presenting speaker gesturing with his left hand in front of a colorful event poster at the 2016 KCG Uncon client event.
An attendee at the 2016 KCG Uncon client event walking over a terrazzo floor with the large event poster floor stickers.
A decorated rooftop reception area at the 2016 KCG Uncon client event rimmed with event posters.
The Bacon Brothers band performing at the 2016 KCG Uncon client event in Philadelphia.

Posters printed in Philadelphia played a big role in galvanizing early American revolutionaries. We paid homage to this art form (and had a lot of fun) with posters of our own. They promoted and commemorated UnCon’s guest speakers, Franklin quotes, cheese steaks, the Bacon Brothers band (one of the night’s entertainment), and more.


New Orleans, 2015

UnCon 2015 took place in New Orleans. Nicknamed “The Big Easy,” the city is a melting pot and hotbed of innovation with unique culinary and cultural contributions. Taking inspiration from the surroundings, 2015’s UnConvention focused on themes of simplicity, transparency, and innovation — with the overarching goal of bringing greater ease to every part of the trading process. Cultural activities showcased New Orleans cuisine and music and illustrated how collaboration and creativity drive evolution and progress.

Presenter in a large hall in front of a giant conference banner speaking to a group of 2015 KCG Uncon attendees.
2015 KCG Uncon client event registration table with conference banners on the walls.
Close up if two 2015 KCG Uncon client event attendees enjoying a conference reception.
KCG Uncon event wall hanging with words "Seeing blue," other text, and a film still picture of the actress Marlene Dietrich.
2015 KCG Uncon client event dinner menu card in am ornate blue table-top frame.
A large blue flag with the 2015 KCG Uncon client event logo flies outside the conference facilities.
2015 KCG Uncon client event conference entryway; event logos adorn the glass panels of the doors.
A large group of 2015 KCG Uncon client event attendees listen to an event presentation.
A mural on a fabric banner attached to an ion fence with the 2015 KCG Uncon client event logo and title
A set of giveaway items for the 2015 KCG Uncon client event, including an underwater camera housing and map of New Orleans.
2015 KCG Uncon client event attendees parade on a New Orleans street with a Mardi Gras-style puppet figure.
A 2015 KCG Uncon client event banner flies above attendees at a street parade in New Orleans.
2015 KCG Uncon client event attendees parade on a New Orleans street alongside a figure in a Mardi Gras harlequin costume.
Branford Marsalis speaks from the bandstand at a 2015 KCG Uncon client event dinner.
2015 KCG Uncon client event attendees gather after hours at a New Orleans bar.
Custom wall art for the 2015 KCG Uncon client event after hours gathering reads "The Speakeasy, New Orleans, Louisiana."
Branford Marsalis on the bandstand at a 2015 KCG Uncon client event reception with a large conference banner behind him.

Nothing says New Orleans like a speakeasy featuring the jazz of Branford Marsalis. So we worked with KCG’s marketing team to create one.


Washington D.C., 2014

KCG’s first UnConvention was held in Washington, D.C. in 2014. The product of a merger the year prior, KCG was still new to clients. Thinkso created assets for the event that reinforced KCG’s brand and voice, and showcased how the firm represented a break with the industry status quo.

KCG CEO Daniel Coleman and Greg Tusar, head of global execution, lead a panel discussion at the 2014 KCG Uncon client event.
Close up of a stack of 2014 KCG Uncon client event attendee credentials on lanyards.
Screens of the 2014 KCG Uncon client event app displayed on three, side-by-side smartphones.
Close up of a presenter gesturing to the audience at the 2014 KCG Uncon client event in front of a large conference banner.
2014 KCG Uncon client event presenter at the podium with the presentation display in the background.
A 2014 KCG Uncon client event attendee grabs a coffee from the refreshment station during a conference break.
Close up of a 2014 KCG Uncon client event branded coffee cup with the slogan "Big ideas are brewing."
Several giveaway items from the 2014 KCG Uncon client event, including a digital table and map of Washington, DC.
Custom drink coasters from the 2014 KCG Uncon client event with the slogans 'Market Maker Shaker," and "Fiduciary Fizz."
A group of 2014 KCG Uncon client event attendees in front of a painting of the signing of the Declaration of Independence.

For the inaugural event, we focused on establishing the event’s brand—and reinforcing KCG’s. Details, such as custom coasters featuring UnCon’s signature cocktails, provided moments of surprise and delight, and signaled that KCG was no ordinary trading firm.