How to Design for Your Next Event

by The Creative Cloud Team

posted on 11-20-2017

Events are a great way for your organization to let the world know who you are and what you do. From panel discussions and networking parties to open mic nites, events can help you get discovered, promote your capabilities, and build community.

“Today’s world is about experiences and face-to-face connection,” says Cathie Royer, Senior Marketing Programs Manager, CustomerMining at Adobe. “Because there’s no better way to connect with current customers and meet new customers, the return on the investment you make in planning and promoting an event can be returned many times over.”

To publicize your event and communicate with attendees (and everyone else), you’ll need to create assets — an event brand identity and digital and print marketing materials — that you post, e-mail, and/or snail mail before, during, and after the event. Here’s what experts recommend:

Establish Your Event Identity

Before you post your first invite or flyer, it’s smart to develop and line up all the elements you’ll need to create everything related to the event:

An effective event identity is simple, eye-catching, and flexible. You can use it large or small and adapt it to horizontal and vertical formats, to digital media and print. Then, every time you need to product or print something new you won’t have to start from scratch; your elements, such as a stock photo background or illustration, a typographic logo, and the color palette, can be saved in an Adobe CC Library that you can access easily when it’s time to create the next post or collateral piece.

Image Source: Shanti Sparrow Design

KOI Creative Space in White Plains, NY, is a small business that’s been doing this well. A co-working space by day, in the evening they’ve hosted coding workshops, startup pitch sessions, cocktail-mixing demos, and yoga classes. “We focus a large part of our marketing efforts on organizing and hosting events,” says graphic designer Jon Manierre, KOI’s managing partner. “Events get people through the doors and allow us to really get to know the community. We’ve learned that even the best events can be poorly attended if we don’t design a compelling identity and get the word out.”

For inspiration, visit Behance and scroll through the best of what designers all over the world have been doing. You can search by projects>branding>most recent.

When you’ve figured out the look and feel you’re after, Adobe offers images, videos, and tutorials that will help you create the assets for your event. You can browse thousands of images in Adobe Stock. And if you’d like to take an illustrative approach to the visual or the logo, this instructive video shows you how to create a colorful event logo using simple vector shapes and type.

Before the Event

Getting your unique event concept out into the world often begins with creating a flyer, a Facebook event page, sending email invites to the folks on your mailing list, and taking registrations on a site like Eventbrite. You also may want have a presence on Instagram, Twitter, and other sites where potential attendees might be hanging out.

Image Source: Giovani Flores

During the Event

When the day of your event finally arrives, the materials you produce and share can enhance the experience of everyone who attends — and bring your message to those who couldn’t make it. This is the time to interact with attendees and build positive personal connections.

Image Source: Attila Hadnagy

Image Source: Danilo De Marco

After the Event

After the the last hand is shaken, it’s essential to build on the event’s momentum and deepen connections with assets that capture highlights of the event and inspire attendees to post their own photos, reviews, and kudos.

Image Source: Dalibor Momcilovic

Topics: Creativity

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