The Need:
Data Connect’s MUG (Marketing User Group) Conference was in its third year in 2016; they had ambitions of doubling its size and definitively setting the stage for future company-owned events. As Marketing Manager at Data Connect I had already created a new brand identity and website for the event, but now that identity needed to take the step into the real world. For the event, we would be taking over several ballrooms at the Embassy Suites in Denver as well as an evening at the city’s historic Union Station.
The Remedy:
Staging and Décor
As with most ballrooms, we were given a relatively blank canvas to fill with the brand and purpose of MUG. The newly established visual identity of starry skies, neon colors, and uplifting optimism had been in play across digital and print collateral with our market for months. So, I worked with the teams, and co-sponsors of the event, to bring these elements into our stage and décor. I worked with the team at Skyline Display and Design to create the powerful stage backdrop and brand engagement pieces. Then, I collaborated with the team at Image Audio Visual to bring in lighting and sound equipment that would truly transform our settings. To augment all this, I created a comprehensive PowerPoint presentation to be displayed on stage-side screens that contained content from our speakers as well as directional and branding content that provided visual aid throughout the duration of the conference.
The MUG stage with a panel.
Our RFID brand engagement stand at Union Station.
The MUG stage with a keynote speaker.
Homescreen from the PowerPoint.
Signage
As with any event, MUG had a high need to direct and instruct attendees throughout its programming. So I designed and copywrote a comprehensive suite of printed materials that were displayed around the event to help attendees find their way, get to know our sponsors, and generally be inspired by our mission to ‘collaborate and conquer’. From agendas and sponsor boards to nametags and in-booth signage I designed each touch point to be distinctly on-brand.
Day-by-day agenda sign.
Table top signage.
Our sponsors banner.
Event App
There was one final, and quite crucial, touch point to imbue with our powerful message, a branded event app, provided by event sponsor Core-apps. I worked with their team to fill this smartphone and tablet application with the branding displayed throughout the event. We even had some fun and created “The MUG Conqueror”, an app-based scavenger hunt that let our most engaged attendees compete for prizes.
The MUG event app.
Part of The MUG Conqueror game.
The Results:
“Praised as the most powerful MUG to date.”
2016’s MUG Conference was far and away the most visually captivating event in company history. All of the pieces worked in harmony to create consistency across rooms, sessions, and even buildings. We hit our goal of doubling audience size for our third year, and many attendees praised the new and powerful message of MUG. Today, the MUG Conference is taking the show on the road, by bringing this unique format to multiple cities across the U.S.
Check out the official MUG recap video below!
