As well as developing the name of the conference Leadership Workshop Series, Hughes helped design its branding. The concept drew on the idea that this event would unlock the participants’ potential in the community housing sector. The conference logo was designed to ensure its marks, colours and geometric composition paralleled the CHC logo for consistency across the brand.

The conference branding was applied to the brochure and a suite of social media posts leading up to the event across different platforms. It was also applied to the conference video and a variety of spaces online. This multifaceted approached helped to build CHC’s presence and branding in the marketplace and at the conference, and ultimately ensure the conference would be a success, as it helped to increase the numbers of attendees from previous years.