DSGN Events
Concept Development | Branded Experience | Event Management
Working on a team of two, I developed a brand identity system to apply to digital and environmental experiences over two different event series on behalf of the Design Program in the College of Business at Ferris State University.
Planning
Making a schedule early in the project and sticking to the timeline for it's duration was a point of emphasis from the client. To stay ahead of schedule, we met with the client regularly to discuss the state and future of the project.
Concept Development
Our first task was to develop a brand concept that could envelop the two different events, while separating them enough to be recognized individually.
During our first conceptual meeting, we presented five concepts that would encapsulate both events.
Based on client feedback, we developed visual directions for two of the concepts.
Final Concept
After meeting with our client again, we chose to move with an iteration of "Let's Get Awkward," leaning into the idea that it can be awkward for both the student and the professional in a critique setting.
Visually, our concept would use awkward but relatable imagery in a stop motion animation style, paired with awkward copywriting.
The Critique
Hosted at the end of the fall semester, The Critique is a two-part event where accredited design professionals are invited to critique senior portfolios. The Critique is held over two events, with one being in-person and one virtual.
Email Campaigns
Because The Critique is an invite-only event made up of Design professionals, our primary communication method was email campaigns managed in Mailchimp. We segmented our email efforts into three sections:
Because The Critique is an invite-only event made up of Design professionals, our primary communication method was email campaigns managed in Mailchimp. We segmented our email efforts into three sections:
Environmental Design
We used signage throughout the venue to reinforce the awkward, humorous concept for the event.
Assets included navigational signage, environmental graphics, and student worker shirts.
Event Attendance
Our re-imagined concept and communication approach resulted in a 15% increase in attendance.
Our re-imagined concept and communication approach resulted in a 15% increase in attendance.
Recap
After both Critique events, attendees received a thank you email that linked them to a survey gathering feedback on the student work they saw.
Throughout the email campaigns, we featured a preview for the next series of events, Ferris DSGN Week.
Ferris DSGN Week
The second event series, Ferris DSGN Week, is held at the end of the Spring Semester. Ferris DSGN Week is made up of three events: The Spring Showcase, Portfolio Reviews, and Alumni Talks.
Each event needed to be visually identifiable, but clear that they were all components of Ferris DSGN Week.
Concept Evolution
As a continuation of The Critique in the Fall, we evolved the “We Like Awkward” concept and it’s associated visuals to reflect the evolution of the student work between the events, and branded Ferris DSGN Week to signify the Design Program’s class of 2025 is “Getting it Together.”
As a continuation of The Critique in the Fall, we evolved the “We Like Awkward” concept and it’s associated visuals to reflect the evolution of the student work between the events, and branded Ferris DSGN Week to signify the Design Program’s class of 2025 is “Getting it Together.”
This evolution included softer edges in imagery, more refined copy, and a distinct color system for the three events.
Digital Communications
Unlike the Critique, Ferris DSGN Week is promoted to the public as well as industry professionals, so we utilized email campaigns and social media posts to promote the events.
Unlike the Critique, Ferris DSGN Week is promoted to the public as well as industry professionals, so we utilized email campaigns and social media posts to promote the events.
Launch
Our goal for the DSGN Week launch was to generate a general awareness of the events, but we had also developed a path to RSVP, allowing attendees to register well before the events.
Our goal for the DSGN Week launch was to generate a general awareness of the events, but we had also developed a path to RSVP, allowing attendees to register well before the events.
Confirmation
Each event had it's own confirmation email, clearly indicating to the attendee which event they have RSVP'd for.
Pressing the “Add to Calendar” button downloads a .ics file, which when opened, added the event to the attendee’s online calendar.
Because Ferris DSGN Week had a broader audience, we also utilized the Ferris State Design Program's social media channels to promote the event.
While the initial launch campaign promoted all three events, we also promoted the events individually. Doing this allowed us to give our audience more details on each event faster in the communication process.
In correspondence with the individual email campaigns, social media posts for individual events were posted to the program's Facebook and Instagram channels.
Closer to the event, reminder emails were sent to attendees, directing them to an updated website with keynote speaker information.
Senior Spotlights
Senior “spotlight” story posts gave social media followers a preview of the senior design students showcased during DSGN Week.
Senior “spotlight” story posts gave social media followers a preview of the senior design students showcased during DSGN Week.
DSGN Week will be hosted April 29 – May 1st, 2025. If interested in learning more, visit design.ferris.edu/dsgnweek
