EiG is about Freedom. The freedom to think, the freedom to explore, the freedom to engage and the freedom to meet in the way that suits you as a consumer of information and insight. EiG (Excellence in iGaming) is a conference program held annually in the Berlin Arena, Germany. The concept of ‘Freedom’ was created to express a fresh and unconventional approach to conferences and resonated with the history of the geographic location – particularly the Berlin airlift of 1948. We decided to mine the rich design heritage of the German Bauhaus style to present a clean, minimalist look with an easy to navigate structure for the programme. We began with a tease campaign, simply giving the latitude and longitude of the Berlin venue, followed by more direct advertising, finally producing an interactive digital programme of events and speakers.