visual branding

The Importance of Event Branding and Staying True to Your Design Core

Events and workshops are becoming an important way to interact with your audience. Whether you are a nonprofit putting on a fundraising event, an organization providing free community events or a business hosting an informational workshop, this is the time where your core audience really gets to experience your brand without distractions.
 

The Importance of Event Branding and Staying True to Your Design Core | Pace Creative Design Studio

Events give you a unique opportunity to have fun and try new things with your branding, but that doesn’t mean you can stray too far from your brand design core. You need to treat your event design as a mini brand or sub brand of your business.

Brand recognition should always be at the forefront of your decisions when creating an event. If you are creating a new logo for your event make sure that it works well on its own along with making sure that it fits with your main logo. For example: Root + River puts on a half day workshop called Brand Lab, where they help you develop key elements of your brand’s core. Knowing that I could have fun with the branding, I took the concept of a laboratory and created little science inspired graphics. Overall, Root + River’s brand is very soulful, energetic and organic, which contrasts with how people typically view laboratories – cold, clean and stark. By adding the natural textures that are already established in the visual identity, the Brand Lab logo looks and feels like it is part of the overall Root + River brand.
 

Root + River Brand Lab design by Pace Creative Design Studio

See how the Brand Lab branding fits perfectly with Root + River's brand design.
 

Root + River brand design by Pace Creative Design Studio

Events are also a way for you to increase awareness about your brand or mission. Most people thinking sticking their logo on everything is the best way to brand their events. Yes, it is important to have your logo on everything, but that is only one piece of the overall event branding. People should be subtly absorbing your brand through your messaging, colors, signage and all the other elements seen throughout your event. This is especially important for nonprofits. Sometimes nonprofits get stuck on how to incorporate their mission when branding a fundraising event, especially when the theme of that event doesn’t match the nonprofit’s core. For example: Every year, the Boys & Girls Clubs of Greater Scottsdale put on a culinary fundraising event. The event always centered around eating and drinking and since the Boys & Girls Clubs’ mission is to help young people reach their full potential, the theme of the event and the mission don’t match. One of the ways to connect the two, was creating a brand that felt fun and youthful. By using bright, bold colors and infusing playful icons and graphics, it created an environment that reflected the fun, playful side of the Boys & Girls Clubs.
 

Live & Local event brand design by Pace Creative Design Studio
Live & Local event brand design by Pace Creative Design Studio

Colors are one of the easiest ways for people to remember your brand. So by sticking with your brand colors is another way of being consistent while still being able to apply a fun new approach to your event’s brand design. For example: Every summer, McCormick-Stillman Railroad Park puts on a Summer Concert Series and each year they have a new design for the event. This keeps the event fun and fresh, but by using brand colors you keep the integrity of the brand design core.
 

Railroad Park - Summer Concert Series event branding by Pace Creative Design Studio
Railroad Park - Summer Concert Series event branding by Pace Creative Design Studio

Have an event coming up but don't know how to brand it? Reach out to me and we can talk about leveraging your brand design to make your events more impactful.

Project Spotlight: Her Packing List

Here is a behind the scenes look at the brand design for Her Packing List.

Her Packing List brand design by Pace Creative Design Studio

Overview

I was excited when Brooke reached out to me for help on designing a new look and feel for her business, Her Packing List. Her Packing List is a travel site dedicated to female travelers with a less-is-more attitude, who need advice on packing and travel gear. Brooke founded this site out of her passion for traveling and wanting to help other women experience how traveling can be life changing. The site also helps ease the stress preparing for a trip by providing over 100 packing lists, travel guides, product reviews and even creative hacks for packing.

Creative Process

After digging deep and learning as much as I could about Her Packing List, it was clear that the goal of the design should be to create a modern feminine (but not frilly) brand that had a mix of vintage/retro inspired elements. This vibe can be seen in the brand mood board below:

Her Packing List brand mood board by Pace Creative Design Studio

Logo + Brand Marks

It is important for all businesses to have a range of brand elements, so you have the ability for branding flexibility, which is why I not only created a primary logo but three other marks. The typefaces in the primary logo were chosen because of their retro inspired styling.

Her Packing List logo design by Pace Creative Design Studio
Her Packing List logo design by Pace Creative Design Studio

These three brand marks might be my favorite icons to date.

Her Packing List brand design by Pace Creative Design Studio

I created this H icon, so the overall creative direction still had a modern feel. If you look closely you will notice that the H’s crossbar is a little luggage tag.
 

Her Packing List brand design by Pace Creative Design Studio

The third mark is a play off of passport stamps. It is a fun and playful brand element that can be added to different brand collateral, like this social media graphic:
 

Her Packing List brand design by Pace Creative Design Studio

Color Palette

Since this was a redesign of an existing brand, Brooke and I felt that it was important to still incorporate the brand color red, but also develop a brand color palette that felt more vintage modern.
 

Her Packing List brand design by Pace Creative Design Studio

Typography

Fonts are just as important to your overall visual branding, just as other the brand elements. For Her Packing List, I decided to pair a modern condensed style font with a serif font. I also mixed in a retro script font. The styling of all three fonts together match perfectly with the goal of creating a modern and feminine (but not frilly) brand.
 

Her Packing List brand design by Pace Creative Design Studio
Her Packing List brand design by Pace Creative Design Studio

Brand Patterns

I have said it before, but brand patterns add depth to your overall visual branding. You'll notice I use the main striped pattern throughout the brand collateral. The other ones are inspired by patterns and fabrics that you see traveling the world, which gives the brand a worldly feel.
 

Her Packing List brand patterns by Pace Creative Design Studio

Brand Collateral

As online entrepreneur, it is crucial to have an engaging social media following. With that in mind, I created Instagram and Pinterest templates that Brooke and her team would be able to use moving forward to promote new blog posts, traveling tips, packing tips and more.

Here is an example of what a branded Instagram feed would look like with the new branded templates:

Her Packing List brand design by Pace Creative Design Studio

Pinterest templates:

Her Packing List Pinterest Templates designed by Pace Creative Design Studio

Social Media Cover Photos:

Her Packing List brand design by Pace Creative Design Studio
Her Packing List brand design by Pace Creative Design Studio

Along with the social media templates, I designed a packing checklist template that travelers could download and print to help them prepare for their upcoming trip.
 

Her Packing List brand design by Pace Creative Design Studio

Want to see other brands that I've designed? You can check out my featured projects here.


The Happy Client

 
 

Brooke Schoenman
Editor & Founder, Her Packing List

“Jennifer's greatest asset is her uncanny ability to hone in on the features that make your brand truly yours, and then to turn them into the perfect visual identity. I thoroughly enjoyed the entire branding process at Pace Creative Design Studio, and as a result, I am now more able to clearly define what Her Packing List means to both myself and my readers. And we have a cohesive branding package that helps us to portray that meaning to the world! I cannot recommend the process highly enough; my only wish is that I'd done this sooner!”