In 2011, the FUSE Conference introduced FUSE University, an initiative, in collaboration with the School of Visual Arts that gives a select group of students an opportunity to attend the conference free-of-charge. As members of FUSE University, students are expected to attend speaker events while simultaneously acting as ambassadors, engaging attendees over workshops and through one-on-one interviews.
This initiative called for the creation of a visual identity that would also translate into a refreshed identity for the FUSE Conference itself.
The FUSE Conference was examined carefully and dissected into four tracks: Culture, Packaging, Brand Identity and Design. The “fusion” of these topics was the inspiration for a concept based on the coming together of different disciplines under the umbrella of branding.