International Confex 2020

I joined Mash Media in 2018 and instantly began working on International Confex for the 2019 show. This branding was created by the previous designer in my seat. This gave me a year of working and understanding the show for when the next year would come around and I could put my own spin on it. Prior to the show I was already creating drafts for a new refined look for the brand. When the show was complete in February I was ready to present a new look in april. The initial look didn't quite hit the mark but after some refinement, a new brand was created by May. The new look features using the logo mark as a creative asset or as we called the 'kaleidoscope'. I also introduced a few new colours to the scheme to match the Cyan & Magenta. Working with the marketing team we also came up with the idea to match the colours to the core aspects of the show; Cyan to symbolise the learning/ seminar aspect, Magenta to symbolise exhibitors/ pavilions & Yellow to symbolise networking or directional features. These helped strongly with navigation and creating the sub brands for the show. Around June we began sending out Sales documents for the event. These feature core information to help exhibitors know why they should be at the show where would best suit them to be at the show. We also created several more tailored documents for pavilions and theatres. We also started advertising exhibitor promotion on several of the Mash Media publications on the web and in print. We also did this for our media partners content. I also then began developing the wireframing for the websites UI/UX that I later then sent to an external company to build the website. A few months later we began visitor promotion where we created tailored web & print adverts for this. This is also when we upped the social media promotion. I also began updating the look and feel of the 'Confex Passport'. This is a piece of print collateral at the show that leads visitors around the show to visit specific exhibitors who will scan their passport and enter them to win a prize of their choosing. This year I added new features to improve the process and outcome. Firstly I introduced a new tag-line that we promoted to increase the amount of people using the passport. This was 'Grab, Scan, Win'. I wanted to use this to go heavy on the fact users could win prizes. For the production side, I thought it would be best to just have a text entry on each page with a large title saying what they could win. This meant when chasing clients they only needed to submit their title, Bio and logo. In the last few months running up to the show, we ramped up promotions. We began creating speaker assets so they could help promote their sessions. In the pre-show issues of both Conference News & Exhibition News (Mash Media monthly publications) I created a 32 page supplement to be sent out with the magazines. We also created pre-show invites, Seminar timetable PDF's & I also started on the event signage. The show ended up having around 7,500 visitors and i'm super happy with the outcome and appreciate everyone who helped make confex happen! This is the largest project I have worked on as a lead designer and features hours of work. The project includes: Branding, Print advertising, Web advertising, Sales documents, Pre-show supplement, UI/UX, advising externals on branding, Signage, Print collateral, Social media assets (internal and clients), Floorplans. Another worthy note is all of this was completed at the same time as Event Production Show, PA Show & Making Publishing Pay. These shows also run simultaneously at ExCel London. I was the lead designer on all. Event photography by Aniseed Photo