Project Overview
Client: Invent Event
Sector: Events
Category: Brand Strategy, Brand Identity & Event Delivery
Challenge
A Unique Opportunity
Following virtual appearances from world-renowned marketing expert, Seth Godin at the Big Marketing Meet-up Belfast, Treena Clarke from Invent Event approached Horrible Brands to create a new visual Brand Identity and deliver practical Brand Strategy exercises for a new Strategy with Seth masterclass series, with workshops in Belfast, Dublin and Derry. Andi Jarvis, of Eximo Marketing and host of the Strategy Sessions Podcast, would also be presenting the top strategy lessons given from his podcast guests over the years.
Solution
A Brand Ecosystem
We set out to create new Brand Identities for both Invent Event itself and specifically for the Strategy with Seth Masterclasses, making both stand out as much as possible and catch the eye of busy marketing directors and business owners, while maintaining a natural link to the Big Marketing Meet-up. Reusing the colour scheme, we were able to create new logos, revamp typography and bring vibrancy in terms of layers, shapes and backgrounds. The Brand Identity needed to translate across a number of touchpoints on social media, e-mail marketing and digital screens at other events.
World-class Training
For the Horrible Brands segment of the workshops, we used 2 (of 20) key exercises from our own specifically tailored Brand Strategy workshops – teaching attendees to design their Purpose and Vision Statements in the space of 45 minutes and inviting a small group to present their early drafts to the rest of the audience. A Q&A session was then held to reinforce the key principles of these statements and why they are an important aspect of strategy and decision-making. Workbooks were also designed to give the attendees something that they could take away and use to further refine their draft statements.
Result
Creative Potential Ignites
All 3 of the initial series of Strategy with Seth Masterclasses sold out and the audience remarked on how unique and engaging the mix content was! As expected, people were blown away from the level of thinking Seth brings to bear, but also surprised at the level of direct interaction they had in terms of asking him questions. Ther practical Brand Strategy exercises delivered by Horrible Brands then engaged attendees in a different way, allowing them to take the thinking from Seth’s content and deliver something tangible for their businesses. Andi’s top tips from the Strategy Sessions Podcast rounded out what was a special day. Given the resoundingly positive feedback, we are now planning a further series of Seth workshops with Invent Event, including a potential event in New York and other counties.
3
sold-out Masterclasses held across Belfast, Dublin and Derry.
100%
of attendees said they would recommend the workshop to others.
45 mins
to create Purpose and Vision Statements in live Brand Strategy exercises.
