A brand identity inspired by client's main brand element 'falcon' was created, for a private meeting attended by VVIPs around the world. In its third edition, the key brand element 'slash' was refreshed to be used in its macro form. A whole range of collateral from briefing book to door hangers - menus to card holders and pin badges to sign system were designed. Along side branding, photography was done to create a unique photo library to be utilised across various applications . The branding then led the environmental design with photography being used to dress the space.