Event Marketing Material Design

Update and elevate the look and experience of the Canadian Business Hall of Fame’s signature event, the annual Gala Dinner & Induction Ceremony.

Objective

To create and elevate the marketing materials and ensure a strong, cohesive brand presence throughout the venue. Materials had to clearly profile the event and sponsors and contribute to a positive and memorable guest experience. 

Audience

Senior business executives.

Concept

For the 2015 event, I chose to focus on updating the event signage and presentation decks to improve the guest, brand experience, and logistical execution based on observations from the previous year’s event. I reviewed our suite of signs and recommended consolidating and redesigning key pieces such as our directional signs to more clearly direct guests throughout the event. The redesign included creating a stronger brand presence to better capture the glamour and exclusivity of the event. 

Process

To accomplish this, I first researched alternative options for the signs that would be cost-effective, simple to assemble and store while also giving the signs a polished look. I found a such an option that would also minimize future costs and presented the option to the events team. With their approval, I updated the sign designs including the addition of a multi-panel directional sign and colour coding. For example, for the VIP pieces, I used a gold palette that was distinct from the general red of the event colours to create a visual link between the VIP materials and help VIP guests recognize VIP specific pieces. For the presentation decks, I created templates with a more refined brand design and better profiled the Canadian Business Hall of Fame, its Companions, and its connection to JA Canada (formerly Junior Achievement of Canada). 

DESIGN CHALLENGES

The event is a premier, exclusive event for high profile business executives event however it operates on a limited budget. My biggest challenge was to elevate the collateral and guest experience while being budget conscious and smart about the shelf-life of pieces. 

Outcome

The results were decreased printing costs, reusable signs and frames, and a cohesive, polished new look for all the print and digital signage and presentations. The event was a great success about 1,000 guests and very positive feedback from guests and vendors, and members of JA Canada executive including the President.

Team & Role

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