i3 Adipec
Scope of work
Brief
ADIPEC is the world's largest energy event. But the conversations that matter most don't only happen on the show floor. DMG and ADIPEC needed a platform that could carry the weight of the global AI-energy debate year-round, a destination for the intelligence, analysis, and perspectives shaping the most consequential intersection in the energy sector right now. The brief was to create i3: a content platform powered by ADIPEC, built around three words that defined its editorial purpose. Intelligence. Insight. Impact.
Strategy
Two forces are remaking the world simultaneously. AI is consuming energy at a pace the grid was never designed to handle. And energy systems are being transformed by the very AI technology they are struggling to power. The strategic opportunity was to own that conversation, to position ADIPEC not just as an annual event but as a permanent, authoritative voice on the questions that energy leaders, policymakers, and investors are wrestling with every day. i3 needed to feel less like a conference microsite and more like a publication that the industry actually reads.
Creative
The platform was designed to carry serious editorial ambition. Structured around opinion, feature analysis, interviews, video, and case studies, i3 publishes the kind of content that earns a place in a senior executive's reading list: perspectives from UAE Minister of Energy H.E. Suhail Al Mazrouei, Halliburton CEO Jeff Miller, Alberta Premier Danielle Smith, and former UNFCCC Executive Secretary Christiana Figueres, alongside deep-dive analysis on AI-driven grid transformation, data centre power demand, green hydrogen, and the geopolitics of energy addition.
The visual identity and platform architecture were built to reflect that editorial seriousness. Clean, fast, and authoritative, with a design language that sits closer to a premium global publication than a trade event content hub.
Results
A platform that extends ADIPEC's reach and relevance far beyond November. i3 gives the world's most important energy event a permanent presence in the conversations it exists to advance, turning the ADIPEC brand into a year-round intelligence resource for the people shaping the future of global energy
https://i3.adipec.com
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