Creating Powerful Event Design That Reflects Your Brand

Good design sets the tone for an event and captivates the audience before they ever set foot on site. But how can you make sure your event looks exciting, engages the delegates and reflects your brand?

The power of great design goes far beyond aesthetics. Every element of your event should work together to create a cohesive and unforgettable experience.

This ethos is what The Collective (BCD M&E’s in-house design agency) team focused on when a client wanted to develop a “visually striking identity” for a three-day event in Austin, Texas. They wanted a “strong theme” that would deliver an “end-to-end brand experience”.

This event would encompass a conference, brand activation and awards night. With a consistent design running across every touchpoint. The identity needed to capture the vibrant energy of Austin — its creativity, street art, and electric nightlife — while also reinforcing the client’s brand messaging in an immersive way.

The solution

Austin is known for its quirky, creative atmosphere — live music, street art and vibrant nightlife scene. The city’s slogan, “Keep Austin Weird”, encapsulates the city’s unique character, and it became an inspiration for the event’s design.

The event identity drew heavily on the energetic and vibrant energy of Austin’s Sixth Street – a hub for its downtown nightlife and arts culture.

We designed an urban-inspired visual language with neon lights, brick wall textures, and street-style elements to transport attendees to the heart of the city’s artistic soul. All of this was brought together under the strong “Power Of Us” theme.

This identity had to shine through in a variety of ways:

Set design and on-site branding

• Using bold, cool graphics and raw street-art style, we ensured the event’s visuals made an impact.
• The set design featured large-scale elements, with dynamic lighting and projections. Every on-site moment was visually aligned with the brand.

Digital & printed materials

• The theme was extended across a custom communication platform, digital materials and printed collateral.

Brand activation and awards night

• The awards night kept the same bold, raw street-style design, creating a cool, energized atmosphere that was carried throughout the event.

The impact

• The design successfully created a sense of place, drawing attendees into Austin’s vibrant atmosphere.
• All touchpoints including signage and digital platforms were connected, engaging, and on-brand.
• The cohesive identity reinforced the client’s motivational messages, leaving a lasting impact on attendees.

Why engaging design matters

When design and brand messaging work together seamlessly, your event becomes an experience that resonates.

Ready to elevate your next event? Then check out The Collective Creative Services. You can also contact [email protected] — let’s create an experience that your audience won’t forget.

Originally published May 1, 2025