Ashton Gourlay on 2023 Event Branding & Messaging
“When planning an event in 2023, you should focus on the theme brand and visual design since it transforms the event, brings it to life, and really tells the story in the message you are trying to convey.”
Q: CAN YOU EXPLAIN THE IMPORTANCE OF BRAND DESIGN AND MESSAGING FOR A LIVE EVENT?
A: Event branding is extremely important for a live event because it gets people excited, connects them to the company, and brings the event to life. Whether you are bringing people together for celebrating, to educate, or to inspire your audience, it’s critical to have a strong visual brand that communicates your message to the audience. Through presentations, hotel branding, or the entire theme itself, it provides a fully immersive experience to have a successful event.
Q: BRAND DESIGN IS POWERFUL. HOW DOES IT CARRY A MESSAGE AT THE MOMENT IN TIME AND LONG AFTER AN EVENT?
A: A great design is powerful because it is critical to captivating the audience. Visuals are processed in the brain 60,000 times faster than text, and it enhances learning by 400%. So, having strong visuals to communicate to your audience not only improves the audience experience, but it ensures that your message resonates with the audience long after.
Q: IF YOU COULD ENCOURAGE A CLIENT TO FOCUS ON ONE ASPECT OF BRAND DESIGN AND MESSAGING WHAT ONE THING WOULD IT BE?
A: If I were to suggest to a client to focus on one thing for event design, I would have to go with creativity, or rather allow creative freedom, for when we are creating their theme design. Because a creative design makes it stand out, is unique, memorable, and really provides that wow factor.
Q: WHAT KEY TAKEAWAYS FROM A LIVE EVENT WOULD YOU WANT THE AUDIENCE TO GAIN?
A: When I begin designing the theme for an event, I have the audience in mind from start to finish. My goal is to get them excited, and engaged, and get as many benefits out of the event as possible. I want the audience to leave motivated, or inspired, and be talking about it long after.