Having a coherent, balanced and consistent event identity helps to shape how an event is perceived by its attendees, so it’s vital to get it right. Every aspect of the event needs consideration, from the pre-event communications, onsite elements such as stage sets, signage and collateral to the post event communications, to really make your brand and messaging memorable.
I always use a tried and trusted process
One of the most important parts of creating successful event design is to firstly understand the event objectives. What does the client want to achieve with the event, is it to raise awareness of a new product, educate, motivate or just entertain? A good brief from the client always helps to understand this and I always ask them lots of questions, so that I fully understand what it is that they want to achieve and why - this underpins the whole creative process. Regardless of the size and type of event, there is always a message that needs to be communicated.
Setting the tone
The visual details set the tone for the event and I always take into consideration the event space; whether creating an inspiring place to learn in or an exuberant space to celebrate in. Where possible I will visit a venue to really get a feel for it and put myself in the delegate’s shoes. Designing strategically ensures that the result not only looks great and conveys the right message, but also gives the delegates the right ‘feel’ as they walk in. After all, first impressions count!
Maximising the branding opportunities
For the optimum attendee experience, both printed and digital communications should be considered. In the lead up to an event thoughtfully branded pre-event communications, generate interest, reinforce key messages and help to ‘set the scene’. Onsite, there are the stage sets, signage and banners which are fantastic for visual impact whilst event apps, voting systems and digital presentations boost engagement and encourage interaction.
Repetition is a powerful tool when it comes to branding so the event identity should be consistent and cohesive across all these communications to ensure the delegate experience is seamless from start to finish.
Collaboration is the key
It goes without saying that, without close collaboration with the client throughout the entire process, none of this is possible. The initial stages are particularly crucial to the success of the branding process: understanding the client’s brief allows me to explore a selection of design concepts for them to consider. I always illustrate how these concepts can be applied to the functional elements so that they can clearly see how they will work and feel confident in the designs. This structured and collaborative planning is key to the success of the event design.
Written by: Steph Bradley, Senior Designer