Melanie Palapuz | Montreal Demo Day 2016
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Montreal Demo Day 2016

What is innovation?

Branding the city of Montreal, Canada as a dynamic, creative, and innovative space for entrepreneurs to grow and thrive.

Project: Montreal Demo Day 2016


Team: Noor El Bawab (Communications Manager), Khalil Haddad (Copywriter), Sofia Carbone (Events Coordinator), myself (Principal Designer), City of Montreal, Dada Communications


Tasks: Digital and overall branding of event, social media graphics, web design, user interface design, research, concept ideation, campaign brainstorming + implementation, prototyping, photo editing, content creation, experience design


Tools: Adobe CC – Photoshop + Illustrator + InDesign + Premiere + Dreamweaver, WordPress (CMS), Google Analytics, Google Drive, Facebook Analytics, Facebook Ads, Facebook Pages, Facebook Events, Eventbrite, Twitter, Instagram, LinkedIn Groups, Unbounce, Lickstats, Hotjar, Mailchimp, Slack, Trello

Branding and creating a social media strategy for Montreal’s first ever collaboration between its 5 Accelerators: District 3, Innocité, Centech, Founder Fuel and Founder Institute.


Pitch: To brand and promote the city of Montreal, Canada as a dynamic, creative, and innovative space for entrepreneurs to grow and thrive.


Problem: This was the first time of this event ever happening. This was also a collaboration between designers – myself, creating the digital concept documents and website, and Dada Communications, who translated them into print materials. There was careful consideration to present a brand that was not too over the top and followed the City of Montreal’s brand guidelines as the government was also involved.


Analysis: The Montreal brand book, and various other international branded events were inspirations. The goal was to brand the event entirely – from digital to the physical experience. Movement, the future of technology, the essence of celebration, and using new/current typefaces were some things I kept in mind.


After the City of Montreal getting involved, I had to brand it using Montreal’s colours of red, black, and white.

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A Dynamic Brand

I played with movement, geometric shapes interacting with each other, and the idea of pushing towards a new future:

The following were some iterations for invitations, printed documents, and online media:

The Final Pitch

Final selections and brand, approved by the City of Montreal:

Social Media

Social media promotion graphics, featuring our startups and their journey:

Facebook Page branding:

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Wayfinding mockups for the actual event:

Social Media

Social media integration and Snapchat filter at the event:

Unbounce Landing Page

Finally, a brand was created on social media paired with an Unbounce page, inviting people to purchase their tickets. Promotional graphics featuring quotes from District 3’s startups and sponsors were used as a countdown toward the event launch. It was a one-page parallax website.


Initial background pattern for Unbounce website:




After feedback, the final landing page for Unbounce:


The Big Day

The event was held at Scena in the Old Port of Montreal, on June 9, 2016.


I was only given 1 month to brand and digitally campaign the entire event which was definitely a challenge as I was receiving feedback/changes daily. Given more time, I would have added more details to the design and helped edit the copy to be more succint and cohesive.

Branding, Content Strategy, Social Media Campaign, Website
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