Events

ROLE: Senior Design Director

Creating brand experiences for events is thrilling, especially when tasked with the mindset of an external agency. This approach allows for experimentation with trends, diverse color palettes, and custom elements that not only engage attendees but also leave a lasting impression. It provides an opportunity to craft a distinct brand identity that meets the specific demands of each occasion, enabling a fresh and exciting representation of the brand that goes beyond its core identity. Below are highlights of my favorite event brand identities I’ve led and developed.

High-Impact Visibility

Cannes Lions 2024

At Cannes Lions 2024, Basis Technologies significantly enhanced brand visibility through strategic placements, engaging visuals, and curated events. Our presence was marked by a large-scale video display that captivated attendees, coupled with prominent digital out-of-home (DOOH) advertising along the main drive and impactful ads at the airport to greet arriving participants. This multifaceted approach not only generated substantial buzz but also effectively set the stage for a major campaign later in the year.

Big Screen Video

Digital out-of-home (DOOH)

Our presence was marked by a large-scale video display that captivated attendees, coupled with prominent digital out-of-home (DOOH) advertising along the main drive and impactful ads at the airport to greet arriving participants. This multifaceted approach not only generated substantial buzz but also effectively set the stage for a major campaign launch at Advertising Week NY.

Customized Apartment for VIP’s

Below are photos from a customized VIP apartment that was designed to mimic the DOOH and Always On ads running at the time.
Sponsorships with partners for the Basis Oasis enhanced cross-promotion of their offerings, providing an opportunity for target leads to meet and connect.

Curated In-House Events

31 Summit Attendees | 5 Panel Sessions | 2 Keynotes

A prime example of our team's work is the Agency Leadership Summit. We set out with a clear objective: to create an engaging event atmosphere, attract our ideal customer profile, and ensure the event was exceptional, enhancing brand recognition and generating valuable face-to-face leads. Our goal was to imbue the event brand experience with a modern flair, distinctly separating it from our core brand and signaling to all stakeholders the emergence of something novel and exciting. The outcome was a bespoke event experience that aligned perfectly with the company's objectives and was well-received by our partners and guests. This event also signified our strategic foray into event curation, beginning with this intimately scaled yet impactful gathering.

Above, you see the branding specifically curated for the event. The branding you see above was a collaborative effort. While the overall coordination and execution of the brand experience — from catering to swag, and even the post-event dinner — were team efforts, specific design elements were crafted by Lilia Diaz and Kelly Ward. Video and animation were expertly handled by Troy Gould.

Why I love these events:

As a Senior Design Director, leading the development of brand identities that resonate and become foundational systems for the company is one of the pillars of how I define success within my role. This event is highlighted because my design team, acting as an internal agency, pushed the boundaries of conventional event branding for the company in a new, fresh way. Despite initial resistance due to its unconventional bright neon and black theme, I had to persuade stakeholders to embrace this visual approach. As a creative lead, negotiations are expected as an event is curated; however, for this one, I had to build a compelling story and sell why it was the right time to visually diverge from the core brand. From a brand perspective, if a company starts to behave differently—like curating their own events—the brand must also 'serve the moment' and adapt accordingly. Ultimately, the event's brand identity not only became a favorite but has also been repurposed twice since.