Create Event
Event Design and Branding
Art Direction: Abby Ryan
Team: Zareen Johnson, Emily Funck, Rebecca Hawkins, Spencer Smith
Overview
CREATE was a collaborative branding and event design project created for the Tyler School of Art & Architecture graduating class of 2020 portfolio presentation event. Working alongside four other designers, I helped develop the visual identity and digital experience for the event while serving as Lead Strategist, focusing on research and website planning.
When the COVID-19 pandemic caused the in-person event to be canceled, our team quickly pivoted to creating a large-scale digital campaign and online portfolio showcase for the graduating class.
Take a look at the full case study I wrote on Medium here.
Invitation
The invitation was designed as a trifold piece with angled cuts that revealed layered content as it unfolded. This interactive format reflected our concept, “Behind the Design,” while creating a more engaging experience for the viewer.
Alongside event details, we included statistics about the graduating class to introduce attendees to the designers behind the work. Shortly before the invitations were sent to print, the COVID-19 pandemic caused the cancellation of the physical event, leading our team to shift toward a fully digital campaign experience.
Social Media Campaign
To support the graduating class during the transition to a virtual experience, we launched a multi-part Instagram campaign focused on visibility, storytelling, and community engagement.
The first phase highlighted graduating students through feature posts showcasing their portraits, bios, and work samples. The second phase featured advice and insights from Tyler Design alumni about portfolios, networking, and entering the creative industry.
The campaign helped promote student work while creating meaningful engagement and support during an uncertain time.
Website
As the project evolved into a digital-first experience, the website expanded into a large-scale online portfolio showcase for the graduating class. The site acted as a central hub where visitors could easily browse student work and connect with designers directly.
The homepage featured a slider inspired by the layered invitation design, while the student showcase page included filters that allowed visitors to browse portfolios by design discipline. This functionality was developed in response to feedback from previous years to improve usability and accessibility.
Logo and Concept
The logo and concept development process was highly collaborative, involving brainstorming sessions, whiteboard exercises, and multiple rounds of design exploration. Team members worked across shared concepts and files to refine ideas together throughout the project.
We ultimately selected the concept “Behind the Design” to highlight that Tyler Design students are not only creators, but also thoughtful problem solvers with unique perspectives and creative processes.
Research
Research played an important role in shaping the direction of the project. I focused on researching event branding, audience engagement, and social media best practices, while our other Lead Strategist focused on website experience and usability research.
We also reviewed feedback from previous years to better understand attendee needs and opportunities for improvement. These insights helped guide decisions around branding, audience interaction, and the overall digital experience.
