Warwick Conferences is the commercial conferencing arm of University of Warwick. While many of its clients come from the academic world, it needed to increase sales from corporate clients. University conference facilities can be seen as second best, but with new refurbishments and a substantial new build, this was anything but. Furthermore, the University to which it is attached to has a dynamic future-focused outlook. University of Warwick rebranded in 2014 and was promoting innovation and entrepreneurship with a narrative based on “What if”. This project needed to align Warwick Conferences with the University, to leverage its reputation, while retaining independence – a careful balance. But more than that, it needed to show that it understood business needs today and could lead the way in conferencing.