Experiential Marketing for SmartSocial events
SmartSocial NYC 2018
The cool, blank canvas event space provided a nice contrast to our warm color palette anchored by shades of plum and a custom "hex-mesh" pattern. In addition to designing the visual theme and art directing and/or executing promotional collateral, my colleague Chris Clements and I were on site to capture all event photography and worked with our Austin-based social team to produce "real-time" social-ready artwork.
Stage Backdrop for SSNY.
The event branding challenge: How do we create economical design--a visual system that can easily extend across a season of events that still feels fresh and inspirational to the teams who are charged with running with the campaign over 10 months? With our marquee event in Austin serving as the point of departure from which all other regional events flow, we adapted the color palette, the visual logo mark and the graphic elements to create unique-feeling instances of the event brand.
SmartSocial London 2018
The warm wood-paneled provided a nice contrast to our cool color palette anchored by shades of Spredfast blues and a custom "hex-mesh" pattern. We worked with the venue's lighting design team to create the corresponding blue uplighting for dramatic effect. In addition to designing the visual theme and art directing and/or executing promotional collateral, I was on site to capture all event photography and worked with my social team to produce "real-time" social-ready artwork.
The Visual Identity: A custom stacked text treatment contained within a rounded hexagon that ensures legibility at small digital screen sizes and flexibility as it extends to other cities. We used brand fonts and integrated our registered trademark for the first time to satisfy our legal team's requirements.
