The agency’s first virtual event, for its top 200 client leaders: a campus aesthetic directed to an outside vendor, and the identity and collateral that carried it.
FleishmanHillard · Associate Creative Director, with two other creative directors and an external build vendor
Art direction · Environment direction · Motion · Event identity · Presentation and collateral design
THE CHALLENGE
FleishmanHillard had never run a virtual event. Nexus was the first, and the guest list was the agency’s top 200 client leaders, so it had to feel like the agency rather than like a software demo.
The space itself was built by an outside vendor. That is the constraint that shaped my part of it. A vendor can build anything you describe precisely and nothing you describe loosely.
WHAT I DID
Set the campus aesthetic and gave the vendor something to build from.
I assembled the moodboards that fixed the look and feel of the environment, working alongside two other creative directors. The vendor built the space from that direction.
Designed the event identity, and animated it.
The Nexus mark, used inside the environment and on everything around it, plus the animated logo prototypes built from it.
Designed the collateral that got 200 executives in and through it.
Email invitations, the presentation decks, and the user guides explaining how to navigate a venue none of them had seen before.
RESULTS
The agency’s first FHX virtual event, delivered to its top 200 client leaders
A campus aesthetic defined in moodboards and built to by an external vendor
The Nexus event identity, animated, and applied across the environment and its collateral
Invitations, decks and user guides for an audience using a virtual venue for the first time
The environment was built by people I never sat with, from boards three of us put together. Directing a space you are not building comes down to describing it precisely enough that someone else can make it.
Out of the agency and into a product brand: one shoot, an athlete, and a season of content cut from it.
View Vettex X Tyler Conklin