When I begin working on an event, I like to create two or three key visuals that will serve as the foundation of our design — that way we ensure the event’s brand and message are consistent across every offline and online asset.
Once these visuals are approved, we leverage them across all event components, and adapt or add to them as needed. Creating these distinct visuals allows us to do three crucial things: (1) reuse components on multiple occasions, (2) build standalone event pages that have their own unique look-and-feel but are still on-brand, and (3) create a full-on 360 experience for our guests.
Tip: Use your event communications to tell a story over time — don’t give everything away in that first email. Reserve some elements for the event page and save a few surprises for people when they land on the page.
Here’s a real-life example: the theme for our MAMA Sonoma event was “Mobile All-Stars,” where we spotlighted our guests.