For 2025, the retreat took place in Scotland so we were able to incorporate subtle visual cues from the region into the final deliverables. Elements like blue and white from the national palette, traditional kilt patterns, and landscape photography helped ground the identity in the location without overwhelming it. These touches served as the “customization layer” within the broader framework, allowing the event to feel connected to its venue while still reading as a premium extension of Appfire’s core brand. The result was a system that balanced local character with brand consistency: distinct for Scotland, but fully aligned with the long-term event identity. We also moved forward with the idea of adding a geometric number of the year instead of using our standard brand font enabling some of that local character to be directly injected into the event logo as well as the other deliverables.