The theme for the 2015 APAC conference was Question Everything (With Kindness). It’s focus had a political slant, challenging the audience to think radically, to embrace change and develop new ways of working but above all, to do this in a spirit of empathy and kindness. To communicate this we delivered a set of assets that took inspiration from political campaigning. A simple tagline (Vote for truth, vote for love) and graphic icon were presented in blue and red echoing the traditional colours of opposing parties. These simple elements were applied across a wide range of materials from button badges to bags.