01 / Overview

M&I Forums is a global leader in connecting the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry through high-value, human-to-human networking events. The primary challenge lay in a fragmented digital presence: the main corporate hub and an expansive roster of international event pages lacked structural continuity, causing friction for global delegates.

The digital overhaul completely re-engineered the user experience across the core platform and individual forum sub-pages. By shifting away from disparate layouts, the new design establishes a commanding, architectural web presence. The platform now delivers absolute premium discipline across every tier of the global event calendar, ensuring a frictionless journey from initial exploration to live registration.

02 / The Strategy & Concept

The redesign centres on two core pillars: mapping intuitive user journeys for a dual-audience model, and enforcing the authoritative visual principles of the branded house.

• Audience-Driven Navigation Paths: The MICE model relies entirely on two distinct groups: Buyers and Suppliers. The new UI eliminates cognitive load by creating immediate, clear split paths right from the landing page. Each path funnels the user into curated content, tailored value propositions, and direct conversion hooks built exactly for their business objectives.

• Airtight Visual Authority: To project deep industry credibility, the interface relies on a commanding foundation of rich Raven tones paired with striking, functional Cobalt accents. Overscaled typographic treatments and razor-sharp geometric grids replace superficial decoration, creating an environment that feels permanent, professional, and sophisticated.

• Multi-Tier Event Architecture: M&I operates multiple distinct event formats—including Expo, Flagship, Private, and LUXE. The design establishes a robust component framework where each tier retains its unique geographical or thematic identity whilst staying firmly anchored within the overarching brand house rules.

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03 / Cross-Functional Collaboration & Execution

Translating this complex international framework into a fluid digital product required embedded, daily collaboration with both the marketing and development teams from wireframes to the final live build.

• Marketing Integration: Partnering closely with the marketing team allowed us to dissect historical delegate behaviour and drop-off points. We translated their strategic campaign goals into high-conversion event pipelines. By refining content hierarchies, optimising the global calendar layout, and smoothing out the "Register Your Interest" flows, we turned the site into a highly efficient acquisition tool.

• Developer Alignment: Building for a massive global schedule meant the technical architecture had to be incredibly modular. Working hand-in-hand with the engineering team, we co-created a scalable design-to-code pipeline in Framer. Every structural grid, interactive card, and fluid breakpoint was built as a reusable component, ensuring absolute visual discipline across the entire platform without sacrificing speed or responsive performance.
  
  

04 / The Outcome

The live M&I Forums platform stands as a single, powerful digital ecosystem that effortlessly handles a massive global portfolio. By wiping out structural fragmentation, the new web architecture enhances operational efficiency whilst offering a premium user experience worthy of the elite MICE industry.

• Unified Delegate Experience: A seamless, friction-free journey from the primary event calendar down to deep, destination-specific forum agendas.

• Absolute Brand Continuity: Flawless visual and interactive uniformity across all event tiers, fully reinforcing global brand equity.

• Operational Velocity: The shared component library created during the cross-functional handoff has drastically accelerated production times, allowing the teams to roll out new international event pages in a fraction of the time.