Thoughtful event and conference branding can have a huge impact on your event’s success.
Great branding:
- Establishes a recognized, memorable, and familiar look that instills credibility with attendees and donors
- Sets a tone of sophistication, importance, and uniqueness around the event
- Excites and attracts invitees to attend
- Creates a visual theme that connects all event elements – from invitations, to table centerpieces, to take-home swag
Fundraiser Branding Case Study:
Winship Cancer Institute of Emory University
Background:
Since 2013, The Friends of Winship annual “Fashion a Cure” fashion show and luncheon has raised more than $1.2 million since 2013 to advance research in cancers that affect women.
After Covid canceled the 2021 event, the Winship team needed a compelling visual to motivate donors to RSVP for the in-person fundraising event in 2022. I collaborated with the team to brand the event with a new “Around the World” travel theme.
Branding Concept:
Every year Friends of Winship uses dress form centerpieces on the luncheon tables. I suggested using a dress form silhouette covered in travel stickers to brand the event with an “around the world” theme. I purchased a flat illustration and selected a background color to complete the look for the invitation. We extended the design to signage, silent auction placards, and the event slideshow during the runway program. The event organizers loved the idea so much that they plan to use it at future events, updating the dress form visuals to fit the new theme each year.
Results:
The May 3, 2022 luncheon attracted nearly 300 attendees and raised more than $280,000 to research cancers affecting women.
Strong event branding established a recognizable visual — the dress form — as the event’s signature moving forward. The client has already indicated a desire to work together again in 2023.
What do you think about event branding?
Do you remember the branding and items from conferences or events you’ve attended? What impression did the event imagery make on you?