A peek into how we brand our client’s events
For the last five years, Honest has designed and developed event materials for the Human Resource Management Association of Manitoba (HRMAM) for their major annual events, the Human Resource and Leadership Conference and the HR Excellence Awards.
Last week, HRMAM successfully hosted their 14th HR Excellence Awards gala at the Club Regent Event Centre.
For the first few years that we were involved, the Gala theme remained much the same year over year with a change in colour. It was always well received.
But in 2014, the Board identified a new mission for the organization, ‘advancing the human resource profession – driving business excellence’. This move away from the focus on networking and toward advancing the profession and becoming a more strategic business partner had to be reflected in their major events, especially in the recognition of excellence in their field.
The annual Awards Gala was re-imagined and rebranded to reflect the new focus.
This year’s theme development followed our well-established process. Based on input from the event committee members, we put together a creative brief our design team. From there, we tackle mood boards, themes and colour palettes. When they feel right to us, we present the committee with two concepts. This year, the chosen theme was Flying Colours.
“Because the HR Excellence Awards recognize talent in the industry, this year’s Gala theme highlights the ideas of accomplishment and celebration, while showcasing the new brand. Through the use of colour and production techniques this concept re-organizes HRMAM’s familiar graphic elements into a more formal and ceremonial approach to represent the idea of accomplishment. The combination of the vibrant colour palette and directional graphics creates a sense of celebration.”
With a theme selected, the mood board is shared with the décor and floral team and the video production team, who also receive the key graphic element files. To ensure that the branded theme stays on point, our client sends us the supplier’s proofs for review.
The first piece we develop is the program. This is the centrepiece of each place setting and a keepsake that nominees and award winners take home to remember their night of recognition. As the most substantial piece, it sets the tone for the other materials that follow. Advertisements, table numbers, signage, certificates, sponsorship packages, e-blasts and sliders are all branded to the theme.
The result is an event that feels fluid and easily elegant. The guests experience the results of meticulous attention to detail, from the decor, through the audio/video, the food presentation and service to the branded materials. They could just go through the motions, but this is how HRMAM shows their members that they truly appreciate the work they do, largely unrecognized, year-round.
We love helping our clients to convey their story to their audiences through careful thought, discussion and processes. For some clients, we manage events from start to finish, including site selection, meal planning, the agenda and entertainment, decor and branding, based on an understanding of the outcomes they are looking to achieve. For others like HRMAM, we work closely with committees, suppliers and staff on fulfilling one common vision in style.
Events are extensions of a brand – it’s one of the many ways our client’s audiences experience their tone, feeling and personality.
If you would like help planning, managing or branding your events – contact us today!