SPICEWORLD 2017
Project Timeline
August 2017 – October 2017
Team Members
Matt Kohn
Creative Direction, Art Direction, Planning, Lead Design
Diana Berno
Hub Planning and Hub Art Direction
Luke Etheridge, Jenn Lindeman, Justin Owens, Sarah Pedregon, Ryan Lewis, Nicole Burg, Cameron Miller
Design, Illustration
Andrew Baron
Copywriting
Roy Pena
Video Editing
Dana Moberly, Elisa Gladu, Todd Darroca
Project Owners and Event Planners
Tags
Creative Direction, Event Design, Illustration, Signage, Production Planning, Presentation Design, Project Management
The Challenge
SpiceWorld: Every year since 2008, Spiceworks has hosted an annual user conference. It has grown in attendance year over year, and demands a fresh look and feel with each event (while remaining on budget). In 2017, the conference moved to a new section of the Austin Convention Center.
The Solution
We launched a signage plan by walking through the space and planning the user experience, adding additional pieces based on ideas we saw throughout the year.
I used these guidelines to oversee a team hard at work on design and production design. It was all with the aim to ensure we got everything delivered on time and with a consistent look and feel.
We grew the event to 1550+ registrants, many of whom journeyed from outside the country to experience the most happening tech conference on earth.
We started with a basic set of brand guidelines to help consistency across the project and event.
The brand then moved into our first produced piece for the event in the website. The website is meant to get IT pros and Tech marketers the info they need to attend the event.
Our annual promotional video.
In network and out of network ads. Optimized and A B tested to ensure best results.
We kept the theme going throughout every touch point of the event bringing the look and feel to life. We also included our 10 year mark to re-emphasize or anniversary branding.
We needed a way to bring to life a long stretch of hallway. We came up with a graffiti wall that users could stop and add their mark. We also showed the history of the event along the bottom.
We also get to design the entire exhibit hall and Spiceworks booth property. I provided creative direction working with lead designer Diana Berno on this part of the project.
Project Timeline
September 2015 – October 2016
Team Members
Matt Kohn
Creative Direction, Art Direction, Planning, Design, Illustration
Luke Ethridge
Co-Art Direction, Lead Design, Illustration
Marivi Delgado, Julian Hector, Amanda Trudeau, Diana Berno, Clarice Bajowski, Jenn Lindeman, Justin Owens, Sarah Dilts
Design
Andrew Baron
Copywriting
Roy Pena
Video Editing
Dana Moberly, Elisa Gladu, Todd Darroca
Project Owners
Tags
Creative Direction, Event Design, Illustration, Signage, Production Planning, Presentation Design, Project Management
The Challenge
Each year Spiceworks hosts their annual user conference in London and Austin for IT pros and tech marketers. Our goal is to create an intimate un-conference like experience for our users with a new look and feel all while maintaining double growth year over year. From signage planning to main stage show production creative oversight was needed throughout.
The Solution
We started with a brand guideline development early on to ensure consistency and build guidelines across both events. We visited the sites of both venues several times early on to build signage lists and see the space for planning. We also built an illustrated set of graphics early on for easy usage across multiple pieces. We made use of location specific iconography to set the events apart and also made use of a naming system between cities.
On the left you will see examples of signage and creative throughout both events in Austin and London.
