CREATIVE DIRECTION // PROJECT MANAGEMENT // CONTENT STRATEGY // STORYTELLING
2019 ENVI Analytics Symposium (EAS)
The ENVI Analytics Symposium (EAS) was an annual flagship event within the remote sensing industry. As the lead for creative direction, content strategy, and project management, I was tasked with not only shaping the event’s identity but also driving engagement and growth through a cohesive creative strategy.
CREATIVE DIRECTION
My objective was to create a dynamic event identity that resonated with both new and returning attendees. By crafting an identity that encapsulated the innovation and thought leadership of the event, we positioned EAS as the premier industry symposium, building anticipation and extending its influence post-event. This event brand identity was reflected holistically—from digital and print promotional materials to the on-site experience, ensuring brand consistency and elevating the event’s prestige.
Crafting the Brand Aesthetic
Historically, these events were held in Boulder, Colorado (where the company was based). By 2019 however, demand for the event outgrew the available venues. The event was moved to Denver, Colorado and the new location played a prominent role in the visual identity and marketing of the symposium.
I chose to focus on the Denver skyline when creating visual identity, using line drawings and iconography as the stylistic influences. I combined familiar city skyline elements with the symposium venue to create the logo and chose a color palette that would seamlessly blend with the venue interior.
Photography from the 2018 event served as the backdrop for the design, introducing a human element that also added dimension and texture to complement our simple icons.
This event brand identity was reflected holistically—from digital and print promotional materials to the on-site experience, ensuring brand consistency and elevating the event’s prestige.
Strategic Identity Branding
I proposed a strategic shift from emphasizing the full event name in our identity to focusing on its acronym, "EAS." This is how we referenced the event internally and more importantly, it was how repeat event attendees referred to it as well. By spotlighting the acronym in bold, prominent block letters, we created a memorable and recognizable visual signature.
This new approach was prominently featured on the event stage with large, striking wooden "EAS" letters. This visual element not only became synonymous with the event but also served as a key feature in our social media strategy, where we showcased its "journey" leading up to the event date, effectively driving anticipation and engagement through social media.
"Where did you get that?!"
2019 was also the year that I created and introduced “fan swag.” This replaced the standard corporate merch giveaways at other events, and it was immediately a hit among attendees.
The strategy behind making this change was the realization that our flagship software products had strong user communities filled with loyal fans. This gave them the opportunity to geek out in a way that simultaneously helped us to extend the reach of our brand awareness. The new swag was so popular that it became a mainstay at all of our events and tradeshows.
PROJECT MANAGEMENT
In addition to providing creative direction, I also led as a project manager, overseeing all aspects of the event’s technical execution. I owned my own budget and negotiated contracts directly with third-party AV vendors, while also coordinating all run-of-show details that ensured flawless execution of live presentations.
Working closely with AV vendors, we were able to capture high-quality video content to distribute across marketing channels By effectively managing the technical and creative elements of EAS, I ensured the content captured was not only high quality but also strategically aligned with our storytelling goals.
CONTENT STRATEGY
Maximizing Limited Resources
With a lean team and limited resources, efficiency was the name of the game when compiling the content and telling the EAS brand story. I shifted the content focus from traditional interviews to more engaging formats, including behind-the-scenes videos and time-lapse photography, which captured the dynamic energy of the event.
Previous years relied heavily on attendee interview content, which had become stale and repetitive. I reimagined this approach by introducing a more modern form of narrative – attendee-generated content through selfie videos.
These assets were used to generate post-event content, increasing the shelf life of the event and bolstering next year’s registration campaigns.
STORYTELLING
Modernizing the Narrative
As I built the content strategy for EAS, I knew that storytelling would be the key to achieving more personalized and authentic connections.
Recognizing the need to evolve our content approach, I implemented a strategic pivot from traditional attendee interviews to user-generated, attendee-led video content.
I selected key repeat attendees, one internal and one external, to document their personal EAS journeys.
This narrative method offered a more relatable and authentic perspective, enabling potential attendees to experience the event from a peer’s viewpoint. It also aligned with my strategy to promote engagement across digital channels, extending the lifecycle of our event content.
By recruiting influential repeat attendees to document their experience, I humanized the event, creating authentic, relatable content that resonated with new and returning audiences alike.
This change in storytelling was instrumental in driving social media interaction, which boosted event visibility and enhanced the overall event experience.