A leader in print technology, Hewlett Packard organises each year the LFP (short for Large Format Printing) Academy, where professionals gather to show and learn about printing technology. In 2005 the even was held in Malta. It didn't take me long to realise that the converging arrows that symbolise the gathering also created a Maltese cross and played well with the Plus sign used by HP as a key brand element. This element became central in the even branding, declined in banners that hung all around the event.