How do you create a brand experience to entice the most influential and entrepreneurial executives, investors and thought leaders to your event at SXSW? By engaging through event brand experience marketing, Creative Butter attracted an exclusive community of thought leaders to a VIP party of stimulating conversation, featuring innovation “mind and hand.” The event was held by client and preeminent research university Massachusetts Institute of Technology (MIT). To brand and promote the event, Creative Butter started with extensive market research into the rich history of MIT’s commitment to innovation. Telling that story of MIT innovation became the launch pad for a retro 50s futuristic aesthetic and a comprehensive and cool way to brand and publicize the event.
Creative Butter partnered with MIT to create the identity design, including naming and look and feel (e.g. logo, color, typography and Sputnik-inspired illustration). Prior to traveling to Austin, attendees received a Welcome Kit in the mail, complete with a silk-screened custom box (with spot silver ink), printed insert, jewelry box padding and a brushed metal branded Luggage Tag (to use in their travels to the event). At the event, attendees received a branded Gift Bag containing an umbrella with logo, as well as five cool inventions inspired by MIT: 3Doodler, Ringleader, Makey Makey, Love Grain and Revivo Energy Chews. Additional collateral created for the event included a die-cut, tri-fold brochure with a UV spot, as well as posters.
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