In planning the second annual AIM XP, my role was to lead all design as well as assist in creating an overall marketing plan and calendar. I worked in tandem with our senior designer to ensure the event identity was unique, without straying from AIM’s brand identity. I also worked alongside our project managers and event coordinators to create a marketing timeline based on their vision for the event and their attendance goals.
Rethinking The Brand
In designing the event identity for the second annual AIM XP, the goal was to add a fresh twist on the previous year’s look, while also ensuring this virtual trade show stood out from the dozens of other virtual conferences and trade shows in the industry.
To represent AIM XP’s dynamic, innovative feel, I went with bright colors, fun gradients, and simple geometric shapes to use throughout the event marketing. We combined these elements with photos and other embellishments when advertising specific elements of the event schedule, such as keynote and education sessions, round table sessions, and the closing happy hour.
The gradients for AIM XP aligned with the gradient motifs used in AIM’s other marketing materials, while incorporating a vibrant new color scheme that helped to set it apart and demonstrate the fresh, fun elements of the event. Straying away from the standard color palette of red and primary colors allowed the event to stand out from AIM’s usual events and webinars, generating more excitement for the event from the AIM community.
