Project: Montreal Demo Day 2016
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
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.
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:
Final selections and brand, approved by the City of Montreal:
Social media promotion graphics, featuring our startups and their journey:
Facebook Page branding:
Wayfinding mockups for the actual event:
Social media integration and Snapchat filter at the event:
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:
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.