How CBA LIVE’s Theme Unified & Inspired
Why is an event theme important? It sets the tone, guides the experience, and ultimately leaves a lasting impression. At CBA LIVE 2024, held in Washington DC, the Consumer Bankers Association (CBA) exemplified this perfectly with their powerful theme: For the People.
Entering its 15th year, the annual event provides attendees with insights on the most pressing issues and trends affecting retail banks and their customers. Given the multitude of policy battles and political headwinds facing the industry today, it was especially fitting CBA LIVE 2024 was held in the nation’s capital.
With engaging programming and dynamic speakers focused on how the industry can navigate and thrive in this rapidly evolving landscape, CBA sought to utilize this year’s event as an opportunity reinforce the fundamental mission and impact banks have across America.
In partnership with 360 Live Media, "For the People" achieved this delicate balance—reinforcing CBA’s commitment to advancing policy priorities while conveying the many ways in which its members are working to serve consumers, small businesses, and communities.
Bringing the Theme to Life
"For the People" wasn't just a theme in its message, but also in its visual execution.
As attendees picked up their badges on-site, they were invited to select a pin that represented the why behind their work. Pins like, “For the Family,” “For the Entrepreneur,” and “For the Future,” created instant personal connection to the theme and sparked conversations.
On the first day of the event, CBA showcased photos and videos of actual customers, highlighting the human element and possibilities of the association members’ work. From the stage, CBA CEO Lindsey Johnson invited the audience to reflect on their work and the impact they have on their communities.
Day two of the event focused on the people in attendance at CBA LIVE 2024, with the “For the People” brand visuals overlayed on attendee imagery. This subtle shift changed the focus of the narrative: while the previous day showed what the members do for their customers, day two showed what CBA does for them.
The final day finished with the display of a photo mosaic, where photos of attendees formed the “For the People” brand. It served as a powerful reminder to all the members of the shared purpose that brought them together and the connections they have forged at CBA LIVE.
The invited keynote speakers continually referred to how appropriate the theme of “For the People” was for the time and location they were in. John Hope Bryant, CEO of Operation Hope Inc. said, “The theme could not be more accurate or appropriate for today.”
Michael Hsu, acting Comptroller of the Currency for the U.S. said he, “applauds the theme of For the People,” and Sal Guariano, Senior VP from Experian said, “There’s a lot going on in DC and I think “For the People” is a great theme for this event.”
A Model for Event Theming
CBA LIVE 2024 serves as a masterclass in event theming. "For the People" wasn't just a slogan; it was a movement that unified attendees, inspired reflection, and solidified CBA's position as a champion for both its members and the communities they serve.