With SAP Startup Social we had the opportunity to construct an event brand from ground up, which would be its identity for years to come. Thus was birthed the theme Start. Connect. Build, aptly summarising the journey of a start ups; which starts with an idea, grows through connect and builds on its form at the accelerator platform of SAP Start up social. Complimenting the theme were the design elements of Lego, which represented the building blocks. At the day of the event the entire campus came alive with a bright and vibrant Lego city theme. The event was a social media hit with 7500+ Facebook page likes, 104k + twitter impressions, 500+ retweets and trending status on Twitter.