VM Event Design

Fall 2024

In partnership with Hubspot, my company was set to host an intimate AI Marketing event for about 30 professionals, featuring expert talks and valuable networking opportunities. I was responsible for architecting the whole user journey, from the first digital touchpoint to the on-site experience and the post-event followup. The goal was to drive registration and deliver a seamless and cohesive end-to-end experience.

 

Visual Identity & Concept

I first started with developing the visual identity for the event, focusing on creating a cover image for the registration page. Created on Luma, the registration page would be aimed towards attracting a new audience. We officially started advertising a little over a month before the event.

I aimed for a futuristic and tech-driven look, with interconnected lines resembling a globe against the company’s brand color palette in a gradient. This was chosen to symbolize global connectivity and the intricate flow of data.

This visual theme would be adapted for other marketing collateral throughout the whole experience.

The Digital Funnel (Landing Page, Email Ecosystem & Social Media)

Next I designed a landing page optimized for seamless registration on both web and mobile meant for our own contacts. To nurture sign-ups, I leveraged HubSpot's automation capabilities to orchestrate a 3-part email marketing sequence:

  1. The Invitation: Targeted at our internal database to drive initial registration

  2. The Confirmation: An automated receipt triggered immediately upon sign-up to set expectations, and reinforce event details

  3. The Reminder: A strategic final touchpoint sent a few days before the event, engineered to convert lingering interest into confirmed attendance

I also created a social media visual introducing the speaker lineup for LinkedIn, with a QR code linking to the landing page to attract more signups and maintain visual consistency across all platforms.

Physical Activation

To extend the digital identity into the physical environment, I designed a large-scale on-site banner and a custom wall sticker for the venue exterior. These wayfinding assets not only reinforced the brand visually but also helped guide attendees seamlessly into the space, as the event took place at an upstairs venue.

Post-Event Followup

The event successfully met our registration targets. Afterwards, we had a QR code linking to the post-event survey on site for immediate feedback capture, supplemented by a post-event email to capture more attendee insights for anyone who wasn’t able to fill it in. I compiled and analyzed the response data into a concise report, providing the company with actionable feedback for future events.

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