Creativity Before Anything Else

Two words that are fundamental to us when working on events. Creative Direction. There’s a reason it’s the very first area of our event management process; it’s the hook on which we hang our hat. All the hats, in fact!

So, what is creative direction and why is it so important? Creative Direction is much more than an event theme; it’s more like an umbrella that everything sits underneath, that covers everything from event title, branding and graphics to the guest journey itself. It is the thread that weaves through the event, underpinning strategic aims and objectives and without a creative direction, everything sort of floats around. It means that without realising it, the most thought-through and researched element of an event can be a bit underwhelming – we’ve all experienced that, right?

When we first meet with our client and we’ve discussed developing the event strategy, our next step is always to discuss how the creative direction of the event is going to underpin everything else. One of the main ways we do this is to develop a selection of event visual concepts that we present back. It’s one of our favourite things to do – there’s nothing more exciting than having a dec ready to share back to them in a really visual way. When’s it’s over, and they say “yes, you just get us!” – we know they’re glad they called us.

It's that visualisation of the creative direction and the guest journey from start to finish, with key interactivity points, that starts conversations and focusses some of the elements that perhaps weren’t clear until now.

So before developing an event theme and what that might look like, before researching engaging and unique touch-points that build guest anticipation, develop your own Creative Direction for your event. You’ll start to see your event concepts come to life before you know it, you’ll have a framework on which to build.