Setting the brand on fire: The company logo appears not only the predictable pillow at the Masters of Marketing 2012 event but also on on the fire pit! Photo by Jay Lavely courtesy ANA.
For the IHOP International Franchise Conference in Florida, ASE Group took the "beach day" to a new level, creating custom sails for the resort's Hobie Cats.
The ASE team puts a huge IHOP logo in the sand (at right), and commissions a professional sand sculpture of the logo as well.
For MasterCard Worldwide’s World’s Fair, held to foster employee engagement, celebrate MasterCard’s commitment to diversity and allow guests to connect with each other as they make up the fabric of the MasterCard brand, BKA created a 3-D, 400-piece puzzle installation that guests were to complete together during the course of MasterCard’s World’s Fair event. As guests arrived, they each received their own puzzle piece. Throughout the course of the evening, they were invited to fit their piece into its appropriate spot. In order to facilitate the process, BKA designed the puzzle by creating 20 different colored tiles, which each held 20 uniquely shaped pieces. When placed together in alternating depths, these 20 tiles created the overall 400-piece 3-D installation. Guests were able to match the color on the back of their puzzle piece to one of the tiles in the overall installation. This allowed attendees to zero in on their tile and tackle the 20-piece mini puzzle as opposed to the 400-piece overall installation.Once all of the puzzle pieces were in place, a graphic of a butterfly--the icon for MasterCard’s Global Diversity and Inclusion department--appeared along with the phrase: “When different people come together, it’s not just beautiful, it’s priceless.” The reaction to the piece was so positive among employees and senior level executives at MasterCard that they asked BKA to re-fit it to become a permanent installation in the corporate headquarters lobby. Photo by John Halpern.
In the second year for MasterCard, BKA keyed on a "mosaic" as the way to indicate the company is made up of employees with all their individuality and diversity. Guests were invited to step into a photo booth to have their photo taken. They received two copies of the photos, one to keep as a memento and one to become part of the “mosaic.” These mosaic pieces were numbered and each employee was invited to match up the number of their photo with the number on the wall and attach it to become part of the installation. The mosaic installation was a cornerstone of the event. "Our in-house graphic and scenic designers were able to achieve this mosaic effect through artful use of Illustrator software. The designers created layers to the image and mapped fields of color to the photos," says BKA's Angela Stassi. "They worked in concert with the photographer and treated each photo onsite with color and positioning so that guests felt it was almost instant that they received their image and that it perfectly fit into the mosaic." Photo by Megan Baggot.
"The end result was the MasterCard logo proudly made up of the employee images," Stassi says. "The mosaic was so well received that we have been asked to re-fit it to become a permanent installation in the MasterCard worldwide headquarters building, designed by famous architect I.M. Pei."
"As part of a branding initiative, Palo Alto, Calif.-based based Lucile Packard Children's hospital completed its multi-year capital campaign entitled 'Thank You,' which raised over $400 million dollars," notes Paul Moss, head of Blueprint Studios, which designed a gala dinner branded with this theme.
Moss adds, "Using their corporate branding colors, guests dined at custom painted dining tables set atop colorful circular carpets. The perimeter of the dining room showcased giant reproductions of their campaign collateral. As the centerpiece of the room, Blueprint Studios created oversized three-dimensional rotating letters that spelled out the words 'thank you,' also painted in brand colors. As guests looked to the main presentation stage, these thoughtful, playful and brand-focused design elements set the tone for a remarkable milestone celebration."
Take it from the client: "I am obsessed with the custom embroidered furniture from Totally Mod," says Deborah Elias, CSEP, CMP, head of Elias Events. "I think it is an amazing way for my corporate clients to brand their events. Totally Mod will store the slip covers for the client so they can be used in the future at other events."
Evoke turns to the power of light to brand its own relaunch event. Photo by Freed.
Even the cupcakes get the Evoke logo at the relaunch event. Photo by Freed.
"For the TD Toronto Jazz Festival at Shops at Don Mills, we created what we called 'Music City'," notes Jared Goldberg of 5th Element Events. "Since the festival was outdoors in Canada's first outdoor mall, we chose to cover all the crosswalks with 30-by-8-foot concrete vinyl wraps of piano keys with the TD Toronto Jazz Festival logo. The inspiration came from the 1980s movie 'BIG' starring Tom Hanks--the scene where he's in the toy store dancing on the life-size piano keys. Shoppers and guests danced along the wraps as they crossed the street, which ultimately lead to the 'Town Square,' where the performances took place. Town Square was covered with white canopies with white couches to provide a wonderful relaxing atmosphere."
Another great street scene engineered by 5th Element Events.
"One of our favorites among the BrownHot 'bag o' tricks' is what we’ve affectionately come to call the 'edible kiss goodnight,'" says company founder Jeff Brown. "It’s the perfect final temptation--delivering that branding message one last time as they walk out the door." Here, maple-glazed doughnuts in custom-message bags. Photo by Claire Barrett Photography.
Jeff Brown also suggests letting "good-looking" event staff channel the corporate message, perhaps via a comfy branded t-shirt ...
..or wearable body art--here, for Grand Marnier. Both photos by Claire Barrett Photography.
Kick the logo'd t-shirt up a notch by making it memorable piece of art, as Valerie Percival did for IBM Australia. She hired Ken Done, a famed Australian artist, to create this image.
Far more than a branded carpet, this sawdust carpet from Mexican artists group Expresarte is created at the event--it takes about five hours to make a 173-square-foot carpet, notes Mari Carmen Obregon--which attendees can watch. "The best part is that they don´t have a design underneath to guide them; they do the design by just watching the image next to them on a small piece of paper!" she says.
Another piece by Expresarte.
People power: 3,000 people create the company logo for NuSkin China.
Patron Spirits puts a smart spin on this logo'd drinking fountain.
"With the goal of aligning the new Brizo Faucet Line with the luxury resort and interior design industry, PWEE developed a unique marketing opportunity, which invited the Delta client into the beautiful and seductive world of fashion," notes PWEE's Jodi Wolf, "inviting fashion designers like Valentino, Michael Kors and Tory Burch to create innovative garments created with custom Brizo fabric actually printed with subtle patterns featuring the faucets. This one-of-a-kind collection was then presented across the country to industry and media audiences at all of the kitchen and bath shows across the country. They were also featured in fashion pubs like Vogue, Bazaar and Elle to further enhance our concept."
For a recent Mercedes Benz F1 Grand Prix party for clients and dealers from across Canada, Sensix created custom screens behind the main bars displaying "branded eye candy" all evening. The imagery ranged from F1 cars through the decades to the latest promo advertisements, in addition to the logo.The bars served as a major gathering place for guests, and the imagery on the screens was a subtle way to connect with the clients.
Showtime Group turns two levels of a huge parking structure in New Delhi into a nightclub to launch the new MINI Countryman. Signage tells guests they are entering a zone that is exciting and "not normal."
The security gate promises excitement for MINI Countryman enthusiasts.
The bar is ready for "Miniacs."
Guests at the American Ireland Fund's gala in Pittsburgh depart with a memorable keepsake: a hand-hammered piece in the shape of a shamrock from a local artisan, engraved with the traditional Irish blessing and set off with a small name plate on the base with the American Ireland Fund logo. "We couldn't have been more pleased with the results," says planner Theresa Sciullo Kaufman of Theresa Kaufman Events and Public Relations.
They're fine, of course, but everyone has already seen logo'd pillows and step-and-repeats. Here are some great examples of corporate branding that make a big impression.