Understanding the Brief and Audience

Tasked with comprehending the specific requirements and goals for the Jane McGrath High Tea event, hosted by the McGrath Foundation. Required to identify and analyse the demographics of past and potential future attendees to tailor the event experience effectively.

Conducted a thorough review of the event brief, focusing on the objectives, target audience, and desired outcomes of the Jane McGrath High Tea. Undertook extensive research to understand the characteristics, preferences, and expectations of past attendees, as well as potential new attendees.

Implementation

1. Research and Mood Boards
   I initiated the design process by presenting two mood board concepts, capturing the essence and vision for the event. These mood boards were then refined to set the event's style direction.

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2. Brand Mark Design
   With the style direction established, a distinctive brand mark was crafted, seamlessly integrating the Protea flower, symbolising the cricketing tie-in and adding a touch of elegance.

3. Design System Development
   – Tasked with creating a cohesive system that seamlessly integrated the Jane McGrath High Tea event experience across various platforms, including traditional and digital platforms. – Designed and developed a unified system that connected all aspects of the event experience. This involved aligning the event's theme, messaging, and visual elements across traditional mediums (like invitations and event decor) and digital platforms (such as social media, website, and digital signage). Ensured that all components worked together harmoniously to provide a consistent and engaging experience for attendees.
   Successfully delivered a unified event experience that was consistent across all platforms. This integration enhanced attendee engagement and interaction, leading to a more immersive and memorable event.

3. Asset Rollout
   Once the brand mark was finalised, it was time to bring it to life across various platforms including:
   • Digital – Canva templates, digital invites, eDM assets, Powerpoint slide deck, website assets and social media assets.
   • Print – Lectern signage, bar wrap signage, A3 Posters, wayfinding signs and gift bags.

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Executing the Experience

Tasked with overseeing the design team to rollout the design system and create a cohesive user experience across traditional media, the event website, social media, and a sales landing page for the Jane McGrath High Tea event.

Collaboratively led the design team in creating a range of collateral, ensuring consistency and brand alignment across all platforms. Worked closely with the McGrath Foundation's marketing and PR teams to align the event's messaging and visual identity. Facilitated cross-disciplinary collaboration, ensuring all teams were aligned and contributing effectively to the event's overall user experience.

The collaborative efforts resulted in a seamless and engaging user experience, with each platform complementing the others and reinforcing the event's brand identity.

I am super stoked that I will be partnering with the McGrath Foundation again to brand the 2024 Jane McGrath High Tea!

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