WorkCase 03 · Merchant Fraud Alliance

Event brand · Web · Campaign · Venue

First post.
Main stage.

Merchant Fraud Alliance is a fraud and risk event built around merchants, held on 6–7 October 2026 at Willis Tower in Chicago. We built the brand from one shield and carried it everywhere the event lives: the website, the launch campaign, the AI Bootcamp page and the venue, from registration to the main stage.

Client: Merchant Fraud Alliance
Sector: Fraud and risk · Events
Scope: Brand identity, 3D key visual, website, launch campaign, venue branding
Format: Conference · Chicago
Year: 2026

Laptop and phone on a dark stand: the Merchant Fraud Alliance website scrolling from “Where merchants meet to master fraud.” through the venue to the ambassadors, and the edition panel on the phone

9
Slogans for the launch campaign
13
3D key visuals of one shield
12
Venue panels, registration to main stage
3
Room formats, one alliance

A panel of three speakers on the Main Stage in front of the green Merchant Fraud Alliance key visual and the line “Where merchants meet to master fraud.”

The room
is the brand.

Willis Tower, Chicago · the key visual as the stage

Overview

The brief,
in three lines.

Challenge

A new event in a busy calendar of fraud conferences. It had to feel made by merchants, not sold to them, and look serious enough for fraud and risk leaders from the very first post.

Approach

One strong sign: a shield with an M, deep green and a single yellow highlight. Built in 3D as layered glass it became the key visual; set flat it signs every surface. A voice with edge carries the campaign: “Less booth. More truth.”

Outcome

A brand guideline, the event website, a launch campaign on LinkedIn, a landing page for the AI Bootcamp and the venue branding, from the registration desk to the stage backdrop.

Process

How it came
together.

Phases overlap on purpose: the system grows while the screens are designed, so nothing has to be rebuilt at the end.

01Brand and shieldMark, colour, voice, guideline
Mark, colour, voice, guideline
023D key visualThe shield as layered glass
The shield as layered glass
03WebsiteEvent site and AI Bootcamp page
Event site and AI Bootcamp page
04Launch campaignSlogans, venue reveal, countdown
Slogans, venue reveal, countdown
05Venue and stagePanels, shirts, floor, backdrop
Panels, shirts, floor, backdrop

The Main Stage opener: the green shield on glass steps, a flight over Chicago at night to Willis Tower, people walking into the Join the Alliance entrance, the ambassadors, the shield over the skyline and “Welcome to the Merchant Fraud Alliance.”

01The opener on the Main Stage: from the shield over Chicago to Willis Tower, through the doors, past the ambassadors, into the room.

Laptop on a black chair showing the AI Bootcamp page with the green 3D shield

02The AI Bootcamp page: the key visual opens a landing page for hands-on training in fraud and risk.

Billboard on a tower: “Less Convention. More Conviction.”

Banner on a high-rise: “Kill the Buzzwords. Save the Soul.”

Poster on a brick wall: “Where Anomalies Go to Die.”

03Nine slogans with an edge, set on towers, walls and billboards for the launch on LinkedIn.

Format

Smaller room.
Deeper talk.

The event runs in three room sizes, from the Main Stage to closed working groups without vendors. The shield is drawn once per room, and the same nesting runs through the key visual.

The three founders of the Merchant Fraud Alliance on the Main Stage, in Join the Alliance shirts, in front of “Where merchants meet to master fraud.”

04The founders on the Main Stage: Ronald, PJ and Karisse.

A bright hall with long white Join the Alliance banners hanging from the ceiling over the tables

The venue hall with hanging Join the Alliance banners and the M on the floor

05The venue reveal: the brand moves into the building before the doors open.

The green shield with the M inside nested glass frames

Tablet with keyboard on a dark plinth showing “What makes it different?”

06Website and key visual share one green and one shape, down to the cards that explain the format.

The M as a lit block on stacked green layers

The shield in green glass on pale layers

The shield in yellow and green on bright layers

07One shield in 3D, lit for the web, for social and for the stage.

Venue panel: “Welcome to Merchant Fraud Alliance.”

Venue panel: “Registration here.” with Join the Alliance in gold

Venue panel: Join the Alliance on mustard yellow

Venue panel: General Session, Main Stage

08Panels for the venue: welcome, registration, the rooms. The same shield, three colour worlds.

Laptop and phone: the agenda page with day one, and the Main Stage panel on the phone

09The agenda online and the room signs on site speak the same language.

The event team in Join the Alliance shirts at the registration desk, with the M on the floor

10On the day: shirts, floor graphics and the stage backdrop carry the same mark.

System

One shield.
Three colour worlds.

A shield with an M, a deep green with one yellow highlight and a layered 3D form that echoes the outline of the shield. The guideline settles the mark, its grid, the app icon and the palette.