On a day to day basis, event professionals wear many hats. Experienced event producers must be skilled in communication, organization, attention to detail, multi-tasking, taking exact measurements, and last but not least, branding. Often times, clients will request a branded activation. This includes printed materials branded with their company logo, which are strategically placed on site at the event. AOO Event’s senior producer Jimmy Surace recently produced a branded activation for one of our clients. We caught up with him to discuss the producer’s responsibility when branding an event.
First things first, it’s important to get a vector file of the client’s logo. “It’s important to get a vector file of the logo directly from the client in order to be one hundred percent sure it’s the correct logo. Understandably so, clients are very sensitive about logos including colors and competitor colors or logos,” says Surace.
Once the producer obtains the logo as a vector file, most times it has already been decided where the logo will be placed throughout the event. For this event, the client wanted to create a donut wall that would represent their brand in a fun, interactive way. Here is a quick look at how the wall came together with our warehouse operations representative Jose:
“We have an experienced team here at AOO, so once we obtain the dimensions of the logo and the vector file, I usually pass it along to our production team who then bring all the elements to life,” says Surace. To avoid over the top promotion at the event, Surace worked closely with the client’s marketing team to ensure the logo would be displayed effectively while remaining inconspicuous. “Simple touches can sometimes go a longer way than being completely in your face.”
For this event, Surace succeeded in giving the event a subtle decorative effect. Here are more shots from the recent branded activation:
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Photos via Jon Almero. All rights reserved.