Branding Culture: Making Your Event Stand Out from the Crowd

Tom Muller, Owner, Design Director at helloMuller

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4 Lessons (51m)
    • 1. An introduction to event branding and setting up your project.

    • 2. Designing the Identity and Key Visuals

    • 3. Creating a consistent look and feel.

    • 4. A class recap and publishing your work


Project Description

Design the brand identity for a cultural event of your choice

Getting started with your event brand.

  1. Choose your event type.

    Go as narrow or wide as you want. Design for a festival, a wedding, an exhibition, a local gig, a product launch… no wrong answers here — but keep it as realistic as possible.

  2. Name your event.

    As important as the sort of event, the name will draw in the crowds. Choose something that communicates your event in a clear, interesting and fun way.

  3. Setting your scope

    Decide what you will design for your event. Think carefully about what materials make sense in the context of your event.

    As a minimum, you'll create the following:

    • The logo or word mark, and key visuals
    • Poster designs
    • Tickets or invites
    • A brochure/leaflet or guidebook (feel free to use dummy content to pad out the designs, but a creative approach is encouraged!)

    Why stop there? Be ambitious and inventive by thinking further by designing additional event materials that can include

    • Signage/way-finding system
    • Digital applications: the event website, and mobile app (if relevant to your chosen event)
    • Merchandise (e.g. tote bags, T-shirts, and so on)
    • Livery designs
  4. Setting up your event.

    Your first deliverable will be to decide what your chosen event will be. Come up with the theme, name and scope of your design material that is applicable to your chosen event.

Identity and the Key Visual design.

  1. Concept & sketching

    Start assembling ideas for your brand by sketching concepts and mocking up initial designs.

  2. Choosing colors and fonts

    While you're sketching it is a good idea to start researching possible typeface choices that fit with your event, and start thinking about color schemes.

    You're also free to create a bespoke typeface or treatment and even go for a hand-drawn solution.

  3. Your event identity

    With sketches and concepts at the ready, and a list of possible font choices you'll design your event identity — e.g. logo or word mark.
    Thinking ahead, you can start creating the key visual elements & graphics that will support the logo.

  4. Creating the key visuals

    Create the key visual elements, that support your logo and will be applied throughout your event materials. 

Creating a consistent look and feel.

  1. Apply your event identity and key visuals to your event.

    Now comes the key part of the project — apply your identity and key visual designs to your event materials and create a set of designs suitable for your brand applications. Almost there! 

  2. Design your event brand

    With all the elements for your event brand created, we now start assembling everything and produce the actual designs for the chosen materials for your event (e.g. posters, invites, merchandise, etc), to create your full event brand package.

Publishing your event brand.

  1. Share with the world!

    You've gone through the full process of designing an event brand, and have shown you understand how you can create a brand design applied to a variety of materials to support an event. Now its time to let everyone know. Share, discuss and most importantly, take whatever you've learned here and use it for your next big project!

  2. Publicize your event

    Put your event brand out in the open. Share your designs with your friends, networks and peers.

Additional Resources