Incorporating logos and messaging into events is no longer about splashing names on a step-and-repeat or creating conspicuous signage. More and more planners, designers, and producers are finding unconventional ways to communicate their message and event branding without disrupting the experience for guests. And, as brands like Fox, Target, and the TED Conference, have proved, integration of products and even social media calls to action can look polished and blend seamlessly with the surrounding visuals. From using trees and wallpaper to adding decals to tiled flooring and creating an installation from diapers, here are some examples of how branding can be elegant—and Instagram-worthy—at events.
Caravents used products from the Honest line to create a circular piece of wall art behind a seating group—turning an assortment of diapers into an elegant installation.
The Honest Company and Target hosted an event in celebration of their partnership anniversary in April. Caravents produced and designed the gathering at the Lombardi House in Hollywood, a residential event space where logos dangled gracefully from a large tree.
In another tree hung a branded version of tire swings: Vibrant flower arrangements topped tires painted white and decorated with logos.
A flower-decked bicycle that served as Instagram bait for guests bore just a small—but recognizable—Target bullseye logo within its wheels.
Cocktail Academy served cocktails and mocktails at a bar backed with flowers and the words "Honestly Refreshing," a tasteful nod to the party's host.
Fox hosted a Television Critics Association event in Los Angeles in January, produced by YourBash, where logos in frames got the look of dressed-up wall art.
Logo pillows at the event matched the room's refined look and feel.
In April, Starwood launched its 10th hotel brand, Tribute Portfolio, in New York. For the launch, the brand transformed a raw loft space into an immersive experience, where guests were meant to discover concepts that brought to life the brand's "Stay Independent" mantra. Nicky Balestrieri designed, and BMF Media produced.
A smart-looking three-dimensional version of the hashtag served a decor piece as well as a call to action for guests.
At Oracle’s CX Cloud Conference in Las Vegas in April, signage and branding blended seamlessly into the Sands Expo’s design, appearing almost like on-message wallpaper.
In the exhibition hall, each exhibitor used a version of the same sophisticated, streamlined display from partner Freeman. “The intent is to make it not feel like a trade show, but a space that's welcoming to walk into,” said Oracle’s Paul Salinger. “[Beyond that], we want people to know they're at an Oracle event, an Oracle-owned space.”
At Coachella, where succulents and floral walls ruled, The Zoe Report provided an elegant green photo backdrop at the entrance to the dFm House, with only a subtle logo in a corner.
At the Avalon Palm Springs hotel property, PopSugar and ShopStyle placed chic white logos across the existing hedging, which was visible from the street.
At 2013's TEDActive, the sister event to the TED Conference, organizers integrated branding into some of the host venue’s quintessential Spanish tiles. The decals over select tiles at La Quinta in California's Palm Springs area also guided attendees along the paths within the properly.
