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How do you move from decorating (making your event look good) to designing (supporting your goals with the environment of your event)? Theme parks, Retail, and Exhibits have raised the bar on how people learn and are affected by their environments. These are lessons that you can use strategically to work with your creatives and get the outcomes you really want with the 'hidden persuaders that these other industries use routinely. See case studies of the process in Event Design
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Design: Art with a Strategy
Hilary Howes CMG VP/Creative DirectorEncore Decor Design and Production
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FRAMING
DESIGN AS
PROBLEMSOLVING
FUNCTION AND FORM
STYLE
NO CONSCIOUSDESIGN
A ROUGH DESIGN MATURITY CONTINUUM
+
!!!!!
Design redefines the challenges facing the organization.
Framing sets the agenda, outlines the boundaries and axes of interest, and moves design from executing strategy to shaping strategy. Disruptive innovation lives here.
Design finds new opportunities by solving existing problems.
Design process generates alternatives within a problem space. Design also narrows down those options to a specific solution.
Design makes things work better.
This is the classic practice of design - but it's still commonly limited to incremental improvements through iteration over existing solutions.
Design is the gateway to be hip and cool.
Design is stylish, but too often is percieved and practiced as a cosmetic afterthought.
Design value isn't recognized.
This attitude fosters design by default - however things come out is fine, because there are more important issues to deal with.?
www.bplusd.org
© 2005, Jess McMullin
bplusd
BUSINESS+DESIGN
Room Re-arrange
Lets take 5 minutes to rearrange the room so we can collaborate and have the furniture of the room support our interaction.
Really! Get up and help me move some tables and chairs.
Reflect : Current state and New approach
•How does the new state effect how we relate to each other?
•How was the old set up?
•What was wrong with it?
•What is better about this?
•What if every meeting had a best way for people to interact to create the results that you want?
•How does out environment effect our thinking and actions?
Introduction
•Goal
•I want you to Collaborate with Designers to create experiences that tell stories and move people to action.
• Design-Driven Companies Outperform S&P by 228% Over Ten Years - DMI
•My Path•Before and After•Design Case Studies•30 Questions•Live Collaborating•Unpack•Creative - Client
Communication •Live Results•Questions
The Authenticity of Theatre 60 sec movie
My Path
• College - Art, Jung, Theatre
• Set & Lighting Design
• Retail
• Photography
• Digital Graphics
• Exhibits
• Expos
• Tension Fabric Art
• Events
Examples - Before & After : Case Studies
Duke Ellington School of the Arts - Before and After
Duke Ellington School of the Arts - Before and After
Duke Ellington School of the Arts - Before and After
Duke Ellington School of the Arts - Before and After
JR Martinez hosts the NRH Victory Awards
JR Martinez hosts the NRH Victory Awards
Updated Patriotic with Deconstructed Logo Dimensional Backdrop
Updated Patriotic with Deconstructed Logo Dimensional Backdrop
Logo Based Swiss Cheese Panels
Howard UniversityGraduation Gates
Howard UniversityGraduation Gates
Future PastRonald Reagan Centennial
Discovery20 Questions
1. Define the problem, project, or need. 2. What is your budget? 3. Who is your target audience? Define
and characterize them as clearly as possible.
4. What is your company’s mission and short-term and long-term marketing strategies?
5. Who is the ultimate decision-maker? What is the internal approval process of this design project?
6. What is the key message that you want to communicate to the viewer? (in three sentences or less).
7. What response or call-to-action is needed?
8. How do you define success for this project?
9. What is your time frame? 10. What are people’s current opinions of
the company/product? What are its strengths and weaknesses?
11. Who is your competition? Do you need to work with them or in opposition to them?
12. Can you reference any previous successful design solutions or campaigns?
13. To what extent do you want this design to reference existing designs?
14. Is there a particular approach you would like the designer to explore and why?
15. If you could say only one word about your product or service, what would that be?
16. What differentiates you from your competition? What are some key selling points?
17. What do you not want? Why? 18. Do you have available market
research? 19. Are there any mandatory
requirements for this project that we need to know?
20. What is the life expectancy of this project? How long is it expected to be effective?
Live CollaborationEach Red Dot Person has to learn what the goal of the Blue Dot Person is and write it on the Easel
Live Collaboration - UnpackWhat was it like?What did you like?
Place your stickers on the goal you want to visualize.
Jonathan and Betsy will find related visuals in 5 minutes
Creative - Client Communication
•Left Brain Right Brain
•Why RFP’s do not produce the right creative.
•Sharing the Perfect Design Brief
The Perfect Design brief is:
•Co-owned by the Planner & Creative partners
•One represents the Event business needs for a design aka (client)
•One represents the Event design functions aka (Creative)
Collaboration will:
•Result in much less reworking on designs
•Produce greater client buy in and approval
•Save time in design execution
•Create synergistically original solutions
Live Results
Live Results
Live Results
Questions:
Event Design: Art with a Strategy
Hilary Howes CMG VP/Creative DirectorJonathan Rushbrook - LightingBetsy Muller - ScenicEncore Decor Design and Production
