Visual Branding for Events

USC Football’s creative team built the creative blueprint every brand team should be taking notes from. Here’s how you can borrow from their playbook to create a consistent, scalable, and emotionally charged design system ↓ 1️⃣ Balance Tradition with Innovation USC blends retro and modern design seamlessly. Serif fonts and gritty textures honor tradition, while graffiti-style text, collages, and cutouts keep it fresh. Cultural callback elements like stadiums and palm trees add depth and emotion. → Takeaway: Mix legacy with modern to connect with diverse audiences. 2️⃣ Modular Design Systems That Work Everywhere Each graphic is unique yet fits into a cohesive system. Reusable components like SC lockups, grids, and templates ensure consistency. The Cardinal Red and Gold palette dominates but stays balanced with neutral backgrounds. → Takeaway: Build a system where elements have the ability to evolve without losing their identity. 3️⃣ Visual Hierarchy That Drives Emotion Bold headlines like “BEAT THE IRISH” grab attention instantly. Heroic player imagery, layered textures, and smart contrast guide the viewer’s eye while adding grit and energy. → Takeaway: Tell the story first, then amplify with smart typography, imagery, and composition. --- Whether you like it or not, the creative team behind University of Southern California Football (s/o Luke Cuellar + team!) is setting the standard for visually-diverse branding. They’ve established themselves in the market with a system that meets the evolving needs for delivering content. React 👍 if this got you thinking, share your thoughts 💬, or repost 🔄 to spread the blueprint. Follow if you’d like to see more behind the top brands 🔗 #BrandDesign #CreativeWork #SportsDesign #VisualIdentity #DesignTips #USC

Walking the trade show floor last week, I was stunned by how many companies completely miss the mark with their booth messaging. Here's what I saw way too much of: - Generic platitudes: "We're here for you!" and "Your success is our mission!" - Ego-driven headlines: "We're #1 in [insert category]" — which tells me nothing about why I should care. - Stock photo disasters: Smiling people who have nothing to do with the actual solution. The result? I walked past dozens of booths with zero understanding of what these companies actually do or how they could help me. Here's the reality: Your trade show backdrop should work exactly like your website homepage hero. It has one job: get qualified prospects to stop. The three elements that actually work: 1. Lead with the problem you solve — not your product features or company accolades. 2. Show clear differentiation — explain why you're different from the 50 other companies claiming to solve the same problem. 3. Use visuals that matter — for SaaS companies, show your actual interface or data. For service companies, show images of real results or outcomes. What prospects don't care about while walking the floor: - Your mission statement - Your stock performance - How great your service is (before they know what you do) - Your pricing (All examples of things I spotted.) The best backdrops I saw communicated three things within seconds: the problem they solve, who they serve, and why they're uniquely qualified to help. The best example of communicating nothing? I took a photo of one booth (with the company name and logo removed to protect their identity). Take a look - can you even tell what this company does from their backdrop messaging? Your backdrop isn't wall art — it's your most expensive lead generation tool. Make it count. What's the worst (or best) trade show messaging you've encountered?

MEMBERS ONLY: a new interview series by me, exploring the minds behind the world’s most sought-after experiences. My friend Molly Bridges is making the case for a role most events completely overlook: A dedicated host. As a master of experience design and the Senior Director of Events & Experiences at Bilt Rewards, Molly is behind some of the best events in NYC and SF. But it’s not just good taste, it’s strategy. She engineers these gatherings with a mix of psychology, hospitality, and her background in education, making sure every detail is designed for connection. We got deep into the nuances of event design and how Molly applies Maslow’s Hierarchy of Needs to design experiences that actually make people feel something. At the core of Molly’s approach is a simple truth: Adults are a lot like kids. We crave routine, structure, and clear expectations, and if those things aren’t in place, no amount of fancy decor will save your event. The Five Needs to Address for a Well-Designed Event 1️⃣ Physiological Needs (The Basics) If your guests are texting you day of asking what to wear or where to go, you've already lost them. Great events start before they even show up, with clear, actually helpful communication. Tell them what to wear, where to go, when to arrive, and make it easy. Email marketing isn’t just for hype; it’s there to eliminate confusion. If people are second-guessing the details, the event is already off to a bad start. 2️⃣ Safety (Feeling Comfortable & Welcome) First impressions set the tone. Signage should be obvious, ppl should never feel lost in the space physically and they should feel connected emotionally. That means a host that knows their name, greets them at the enterance. Take a page from Anna Wintour, who has an assistant at every event whispering key guest intel in her ear. A great host isn’t just friendly, they’re prepared. Know people's names, greet them like they matter, and watch how the energy of the entire event shifts. 3️⃣ Love & Belonging (Fostering Connection & Community) Smart seating makes or breaks a room(see my Members Only on Jake Sacks). Structured intros cut the awkwardness, and intentional space design, cozy nooks, group seating, natural gathering spots, does the rest. No forced networking, just effortless conversation. 4️⃣ Esteem Needs (Ensuring People Feel Seen & Valued) An event should exceed expectations. Deliver what you promised…Did guests meet someone interesting? Did they gain what they came for and more? Whether it’s networking, learning, or community-building, the experience should feel intentional and worth their time. 5️⃣ Self-Actualization (Scaling Magic While Keeping It Personal) Anyone can pull off one great event. The real challenge? Scaling experiences without losing intimacy. A strong brand identity and structured playbook ensure that every gathering feels personal, even at scale. 🔹 🔹 🔹 If you’re not already following Molly Bridges, you should be.

I was at Bloom Nutrition's Energy Bar pop-up in Austin today, and it felt different. This wasn’t just an influencer-driven marketing stunt. It was an experience — one where the brand didn’t just want to be seen but wanted to be felt. For years, brands poured millions into influencer campaigns, chasing clout through sponsored posts and paid shoutouts. But the smartest brands are pivoting from influencer-driven to community-first marketing. Influencer marketing isn’t fading, but it’s evolving. Brands now realize that digital buzz alone isn’t enough; they need real-world engagement. Here’s why Bloom’s pop-up worked, and why more brands need to be thinking like this: 🔥 Exclusivity without exclusion – Anyone could sign up, yet the long lines created buzz and demand. Making an event open to the public while maintaining an exclusive feel is the sweet spot for community engagement. 🎯 Hyper-localized branding – They didn’t just drop a generic activation; they spoke Austin’s language. From ATX-branded hats to signage that read “Bloom loves Austin,” the event felt personal and intentional. When brands embed themselves in local culture, they foster deeper connections. 📷 UGC at scale: Live experiences generate way more organic content than a single paid post. Instead of relying on a few big influencers, they turned every attendee into a brand ambassador. 🙌 Participation = ownership – A photobooth, a charm keychain station — small, interactive moments made attendees part of the brand experience. People don’t just want to see a brand; they want to engage with it, create with it, and share it. Your audience doesn’t just want to be marketed to — they want to be included. The future of marketing is experiential, participatory, and community-driven. If you’re not building real-world experiences that make people feel something, you’re missing out.

I was on a training call last night with a bunch of folks who are working with Darren McKee in his November Cohort. The conversations were awesome, bouncing around a bit with varied questions, and we landed on (briefly) the topic of how to engage better on LI when we are heading out to a conference or show... thanks for asking Rena Williams In a nut shell, the sentiment expressed was that lots of conferences and shows kind-of-suck, boring and unimpactful... and given that I am a #tradeshow guy...instead of being hacked off about it, I can accept that is how lots of folks feel... AND to double down on helping where I can...and that place is helping exhibitors do better....cuz lots of folks struggle to do this well!! So here's are a half dozen thoughts on things that and #exhibitor can do to create better experiences on the tradeshow floor! >>Ditch the Passive Displays—Make it Interactive Use touchscreens, VR, product demos, or live interactions to pull people in. When attendees can see, touch, and interact with your brand, they’ll remember it. >>Create a Wow Factor Invest in eye-catching design elements like LED walls, dynamic lighting, and bold visuals that can be seen across the show floor. First impressions count, so make them powerful! and along with visuals, make sure you are also engaging all of the senses like sound, touch, smell and taste as well! >>Showcase Value, Not Just Products Don’t just list features—share how your product solves real problems. Use customer stories, testimonials, or data to highlight the impact of your solutions and make them relatable. Invite your customers to join you in your booth to present or just talk to others >>Offer a Unique Experience Instead of the usual swag, consider something more experiential—photo ops, interactive games, or giveaways that create memorable moments. A well-thought-out experience can make your booth the talk of the show. >>Engage Beyond the Booth Use social media and event apps to connect before, during, and after the show. Encourage attendees to follow you, join contests, or share their booth experiences online. It’s a great way to keep your brand top-of-mind! Heck...get them off the show floor for a killer dinner (thanks DM) >>Be Approachable and Proactive in your booth Nothing is worse than a disengaged booth staff. Ensure your team is friendly, knowledgeable, and ready to start conversations. Try Identifying problems that the attendees are likely having and use those as convo starters. C.T.A. - what is one one of the best engagements or activations that you have seen at a show or a conference? P.S. or off of the show floor...out in the host city??

Tradeshow booth, brand activation or host event, doesn't matter, audience and customer experience is vital to success. Here are two questions you must highly consider before creating, planning, concepting and designing... 1. How do you want your audience/customer to feel when they have left? This may be B2B event marketing, but we are all human. Humans operate on feelings. You should decide how you would ideally like them to feel. Is it... appreciated, excited, impressed, fun, confident, intrigued. Then concept and plan accordingly. Feelings resonate, they stay with people, both good and bad. The feeling your audience/customer leaves with is the impression they have of you. It's the ol' saying, "what have you done for me lately." This is qualitative and subjective, but in my experience, anytime we have worked with a client, and helped them move from a corporate, boring, run of the mill tradeshow booth -----> a experiential, concept or idea driven tradeshow booth focused on the customer. The feedback we always get is, "we got so many compliments, and way more traffic." They are throwing a different energy out there and showing up different. People see that, they remember it, and your message has a better chance of sticking. 2. What do you need people to walk away knowing? Ask yourself. What is your companies unique POV or stance on the industry? What is the problem you solve for your customer? What is your unique value proposition? Is there a mission or purpose to the event or activation? Do you want to define a clear line in the sand between you and your competition? New product or service launch education? The questions above are typically what is centered around what you will want your audience/customer to walk away with from your booth, activation or event. Now ask yourself, how do we effectively communicate this? Here are some ideas where; - Messaging. Get creative with your messaging. Short, sweet, stand out, specific. Be repetitive and have it everywhere, especially if the message is excellent. - Presentation setup, style and delivery. (ex. keynote, podcast, panel discussion, fireside chats, hands on instruction, entertainment, demos) - Themed appearance/design. Can you take the message you want to convey and tell a story through design, layout, eye catching engagement, colors, style, vibe, architecture? Be bold in your attempt. Tell a story and stand out in a way that raises questions, where the answers lead to your message trying to be conveyed. - Engagement games or activations to help connect the dots. Can you utilize gamification, or an activity to connect the dots for your customer? Is your value proposition a product that cuts down installation time compared to competitors? Example would be to do live mock installations, time them, maybe make a game from it and let people participate. #customerexperiencedesign #customerexperience #tradeshowmarketing #eventmarketing

The Difference Between a Good Field Marketer and a Great One? Attention to detail. It's officially 2025; your strategy and calendar of events are set (or at least should be for Q1). Now it's time to start thinking about making each individual event STAND OUT! 💫 💡 Drakes Take: The Devil is in the Details We know it's important that every event aligns with business objectives, and supports organizational goals. But beyond the grand strategy—what truly makes an event stand out? For me, it starts with being intentional— and creating memorable experiences that resonate long after the event ends. i.e. THE HECKIN DETAILS! It’s the small, intentional touches—the personalization, the seamless execution, and the unexpected moments of delight—that elevate an event from “just another marketing initiative” to an event experience that resonates. These are the elements that build trust, spark emotion, and leave a lasting impression. Creating an unforgettable event isn’t just about throwing "another happy hour"; it’s about weaving thoughtfulness into every moment, ensuring attendees feel seen, valued, and inspired. Here are a few examples of how field marketers can elevate their events by focusing on the finer points: 🎨 Personalization at Every Turn From custom name badges with fun facts to personalized agendas, showing your attendees that you’ve thought about them goes a long way. A tailored experience feels more intimate and leaves a lasting impression. ☕ Thoughtful Hospitality Is your event coffee bar stocked with alternative milk options? Are there gluten-free snacks and NA mocktails at your networking hour? These small accommodations can make your guests feel seen and valued. 📸 Instagram-Worthy Moments I like to call it "curb-side appeal". Design spaces with visual appeal—unique photo ops, branded backdrops, or even interactive installations. People love sharing their experiences, and these moments can extend your event’s reach far beyond the venue. 🛠️ Seamless Execution Attention to detail isn’t just about aesthetics; it’s also about logistics. From clear signage to intuitive event check-in processes, making every step easy and smooth keeps the focus on the experience rather than the friction. Do guests have a convenient commute plan? Is the entrance to your event ADA compliant? 💌 Post-Event Follow-Up Your event doesn’t end when the lights go down. Send personalized thank-you notes, with photos from the event, or follow up with tailored offers. It’s the little things after the event that keep the relationship alive. Field marketing is a craft, and the details are what make it an art. When you pay attention to the small things, you’re telling your audience, “I see you, I value you, and I want this experience to be WORTH your time.” What are some of the details you’ve implemented at your events that made a difference? Let’s swap ideas and inspire each other for 2025! ✨ #FieldMarketing #DrakesTakes #EventMarkting2025

Make a big impression… without a big budget. You don’t need a massive space or six-figure budget to create an experience that stands out. Some of the most eye-catching, talked-about event setups I’ve seen (and built!) came from simple, smart choices. Take this balloon arch, for example—affordable, fun, and instantly elevates the whole vibe of a space. It pops (literally and visually) and makes people stop, smile, and take photos. Total win. Here’s how we keep it impactful and cost-effective: 1️⃣ Simplify the visuals – I always steer clients away from overly busy designs. Go bold, go clear. When your message is focused, your setup doesn’t have to scream for attention—it earns it. 2️⃣ Root everything in the brand – Whether it's color, layout, or that one cool detail (like a balloon arch), it should all tie back to your identity. That’s how you stick in people’s minds. 3️⃣ Spend smarter, not bigger – Reusable signage, modular pieces, and small creative touches go a long way. It’s about being thoughtful—not over-the-top. You don’t need to go big. You just need to be intentional. That’s how you create moments people remember. #EventMarketing #BrandExperience #EventDesign #CreativeOnABudget #ExperientialMarketing #DesignThatWorks #PopOfJoy #MemorableMoments #eventszn

Have you ever wondered how a simple booth can transport you to a magical world? Take a Disney booth at a trade show as an example. When entering a booth, you’re stepping into a miniature theme park. Iconic settings like Cinderella’s castle or the Millennium Falcon make visitors feel part of the adventure, with interactive displays that create lasting emotional connections. This storytelling approach works for any brand. Whether in tech, fashion, or B2B, your booth can bring your brand’s narrative to life. By using immersive design—such as lighting, interactive elements, and striking visuals—you can transform a simple booth into a memorable experience. The key is to create an experience that resonates with your audience more deeply. Invite visitors to your world, where every element of your booth reflects your brand’s unique story!

Let’s talk about small budgets. Because not every event has a six-figure spend behind it — and that’s okay. We work with a lot of teams who are working with tight budgets but still want to create high-impact, memorable experiences. And here’s what we’ve learned: - Creativity > cost. You don’t need a $20k activation to surprise and delight attendees. Try a custom coffee cart with branded cups, seat drops with local goodies, or handwritten place cards at dinner. Small moments, big impressions. - Partner up. Team up with a brand targeting the same audience and split the cost of your happy hour or wraparound event. Double the exposure, half the spend. - Go smaller. Host something intimate for 10–15 people instead of trying to reach 100. Quality conversations > quantity of RSVPs. - Focus your spend. Invest in one high-impact moment — a custom gifting experience, an impactful speaker, or a unique evening event — and keep the rest simple. - Rethink content. Instead of flying in speakers, tap your customers or internal team to lead roundtables. Peer-led content is often more engaging anyway. A big budget is great. But a small budget with a sharp strategy? That’s where the magic happens!