C H A L L E N G E

Conceive and design a 360-degree brand takeover of the historic Frank Lloyd Wright-designed Arizona Biltmore.

• This would be the first time Brookfield’s new visual identity would be deployed in a live event environment, making this a landmark moment for the brand

• The brand needed to function as the host of the entire campus environment from arrival to departure

• With 400 Brookfield investors representing 80% of the hotel’s guests, the brand needed to deliver an experience that would meet the expectations of such a high-profile audience.

• The activation stretched across the Frank Lloyd Wright Building, McArthur Building, Conference Center, Spire Lawn, the 11 Villas, and the Pergola, and extended offsite to the Camby Hotel and Wrigley Mansion

S O L U T I O N

Utilized Brookfield's new visual identity system as the foundation to create a visually engaging Brookfield branded attendee experience.:

• A comprehensive two and three-dimensional branding system wrapped windows, walls, columns, and beams across both conference buildings with custom clings, large-format vinyl treatments, and dye-sublimation fabric SEG backdrops

• A campus-wide wayfinding system with strategically placed double-sided branded signage guided 400 guests fluidly across a multi-venue property at every decision point

• Custom-fabricated Registration and Information desks designed as bold, identity-forward focal moments anchored the main conference foyers

• Brookfield's horizontal line motif served as the connective visual thread scaling from full architectural mome nts down to the smallest attendee touchpoint including hotel key cards and door hang tags

• Offsite activations at the Camby Hotel and Wrigley Mansion extended the identity system beyond the main campus, ensuring a seamless brand experience from the first arrival through the final evening event

R O L E

Consultant

R E S U L T S

The 2025 Global Investor Conference transformed the Arizona Biltmore into a living expression of the Brookfield brand, delivering a seamless and cohesive experience across the entire property and two offsite venues over three days.

• A T M O S P H E R E A N D D E S I G N

  The intentional integration of Brookfield's visual identity across architectural surfaces created an environment where the brand felt native to the property rather than layered on top of it

  Brookfield's horizontal line motif, applied across windows, walls, columns, and beams, created a visual through-line that connected every space on the property into a single, unified brand experience

  Custom-fabricated branded furnishings and identity-forward details extended the visual system into every corner of the guest experience, from the main conference foyers to private villa accommodations

  The activation set a new benchmark for client branding at the Arizona Biltmore. The hotel, having never experienced this level of integrated brand presence from a client, requested to use it as a model for how future events could transform the property.

• E N G A G E M E N T A N D T R A F F I C

  400 distinguished investors over three days navigated a complex multi-venue campus with ease, supported by a comprehensive branded wayfinding system across all conference spaces

  Branded touchpoints at offsite venues including the Camby Hotel and Wrigley Mansion ensured the Brookfield identity followed guests seamlessly beyond the main property

  As the first-ever experiential deployment of Brookfield's new visual identity, the conference proved the system could perform at the highest level of scale and set the standard for how the brand will show up at future events