Virtual Event Branding
Case Study
Project Overview
Demonstrates my ability to create a cohesive event brand as well as providing an update to be promoted virtually.
Title:
Virtual Event Branding — Fortune Festival
Software:
Adobe Illustrator,
Photoshop, Mailchimp
Deliverables:
-
Logo Design
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Email Promotion
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Landing Page
Brief:
Phase 1— Create an event concept, logo, and design a number of cohesive marketing collaterals for various formats including an 11x17" poster, outdoor event flag, two website ads, and an email invite.
Phase 2— Rebrand concept to an updated format for a virtual event with a fresh colour palette and a redesigned logo.
*Before Rebrand
Problem:
The previous colour scheme was fairly monochromatic and lacked contrast. The logo and illustrations were on the delicate side and are in need of more attention-drawing power!
Rebrand Objective:
My primary objective and strategy for creating a solution to this project is creating promotional branding pieces for a virtual event and remove print marketing to adapt to the importance of virtual events in the world as of 2020.
Target Audience:
Industry — Tarot and psychic events
Primary — Women between the ages of 21–60
Psychographics — Tarot, spirituality, magic, fantasy, astrology
Demographic — Women ages 21–60, middle-high household income
Ideation
Moodboard & Sketching
Mood Board:
A cross between fun and mysterious with a mix of photography and illustrated elements.
Updated tarot card designs and sketches for email marketing.
Colour palette and typeface Aesthet Nova
Final Design
Final Logo & Mock-Ups
Solution:
As mentioned previously, hosting virtual events and advertising virtually has become increasingly important for the event industry today. Through Illustrator and Mailchimp I created an email advertisement for the virtual Fortune Festival event, opposed to the original print advertising.
In the Details — Because the target audience is adult women, the colour palette I chose reflects that demographic. It involves pinks and reds which are typically colours associated with femininity and does not include many bright vibrant colours because that can be associated with playfulness and children (who are not the target). The typeface Aesthet Nova was chosen because of its soft curves and elegance, but it also grabs attention when used in bolder weights like in the logo.
In addition to the still artwork, I made a GIF that is able to be used in the email advertisement/virtual poster as well for added visual stimulation. I also included many call to action buttons encouraging the target audience to buy tickets and learn more about the event, which are all linked to the event landing page.
