Project: Creative direction and asset development for the Social Innovation Summit 2021, a global event spotlighting social impact leaders and transformative ideas.
Challenge: Develop a cohesive visual identity reflecting the event's forward-thinking mission while producing a wide range of digital and event assets under tight timelines.
Audience: Social entrepreneurs, corporate leaders, non-profit organizations, and tech innovators.
My Role: Managed end-to-end creative development, including branding, event asset production, vendor procurement, and project timelines. Collaborated closely with cross-functional teams and led the creative review process.
Execution: Designed a dynamic, future-forward brand system featuring bold gradients, modern typography, and clean layouts. Delivered speaker session graphics, event backdrops, presentation templates, social media content, and event signage. Procured and managed vendors to ensure high-quality production while maintaining brand consistency.
Creative Manager, Design: Sanjida Ahmed
Creative Director: Sarah Clapp
To capture the essence of SIS as a platform for trailblazers to come together and break the mold, the overall design incorporates abstract shapes with a bold and vibrant color palette. These colors are used to convey a sense of energy, optimism, and hope for positive social change. Since the Summit is over the span of 3 days, creating 3 different color schemes, allowed us to create a fresh set of visuals for each day of the Summit. This helped visually break up the experience each day and kept patrons engaged.
RESULT: The event recieved widespread positive feedback from guests and speakers around look and feel of the summit, garnering us new clients and partners.
I worked directly with the Marketing Director to create social paid social ads as well as branded social posts and stories for speakers to tease their participation in the summit and get their followers excited to tune in.
I played with duotone treatment as a nod to the Summit color scheme, creating eye catching and vibrant promotional imagery to support messaging. I also introduced a motion graphic to liven up the ad further as video tends to perform better on platforms like instagram.
RESULT: Clients were delighted by the addition of motion graphics and other clients were now asking us to create motion graphics for their events as well. Our ad campaign engagement rate was 12% and contributed to more registrations.
In addition to the main Summit, we also organized a smaller event for select guests. This is a more intimate virtual "learning journey" allowing guests access to exclusive sessions and discussions. The programming team came to me with a project to refresh the existing program wayfinding booklet for this year. The existing booklet was a very stark, cookie cutter document that wasn't visually enticing in any way. I upgraded the document by simplifying text using graphics to transport guests through the journey. The design for this stand alone program still ties back to the larger Summit.
