The Basics: On Feb. 22, online platform Create & Cultivate set up shop in downtown Los Angeles. The daylong event included panels, mentor sessions, and keynote speakers such as Jessica Simpson, Eva Mendes, Chriselle Lim, and Tia Mowry. This year, over 1,200 attendees were at the conference, up from 800 last year. As is customary for Create & Cultivate events, there was also a variety of stylish sponsor activations.
Mastercard toned down its traditionally bright color scheme for this photo moment that featured an upside-down office setting.Photo: Courtesy of Create & Cultivate
“We launched our LA 2020 conference in spring, so we were drawn to a pastel color palette that tied into the overall vibrancy and energy of the new season,” explained Jaclyn Johnson, CEO of Create & Cultivate. “From the floral arrangements on stage to the pop-up designs and even the venue itself, everything was a nod to the season of new beginnings—which also tied in nicely to [our] core message to create and cultivate the career of your dreams.”
Sponsors were offered design recommendations, including floral and greenery options, as well as mood-board inspiration for Instagrammable photo moments. LaCroix’s space, for example, had large, lavender-colored palm fronds that matched the florals on the conference’s main stage. Volvo’s space featured greenery-lined walls and tropical arrangements, plus a vehicle upon which attendees could write their intentions. Mastercard even toned down its traditionally bright color scheme for a pretty pastel photo moment.
Lessons Learned: The coherent aesthetic both encouraged social-media sharing and reinforced the Create & Cultivate brand. Johnson said, “Our panelists loved the aesthetic so much that they came wearing pastel purple and yellow outfits, too.”
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