Event Service Design, Brand Strategy

Event Service Design, Brand Strategy

"Created an amazing experience centred around creativity and putting a spotlight on Toronto. "

Gordon Whiskey, Founder, Hollywood North

Event Service Design, Brand Strategy

"Created an amazing experience centred around creativity and putting a spotlight on Toronto. "

Gordon Whiskey, Founder, Hollywood North

Designed for

Designed for

610

610

Attendees

Attendees

Innovation in

Innovation in

3

3

Experiential Touch Points

Experiential

Touch Points

Expected

Expected

%

Satisfaction Rate

Opportunity 💡

Where is the Opportunity for
this startup?

Opportunity 💡

We are looking to create, curate and grow Toronto's only cultural hub for the creative industries; Music, Film, Events, Design & Art. Illuminate Creative Exchange is an Idea brought forth by myself and a team of 4 other Toronto Creatives, who want to grow the intersections between the arts that make up Toronto's cultural contributions to the world.

Goal 🥅

Where is the Opportunity for
this startup?

Goal 🥅

Curate an event that elicits not only excitement, but confidence in connecting with other creatives in well designed experiences. This event system can be easily replicated and scaled.

Approach 🗺️

As an event organizer and a designer, my involvement was omnipresent throughout this project. In order to make significant headway in a very diverse team, my tasks were broken into:

  1. Leading the Brand Strategy.

  2. Using my knowledge in event planning and Service Design to plan front to back, top to bottom operations.

Methodologies & Frameworks 💫

Methodologies & Frameworks 💫

THEME Framework

Service Blueprint

User Journey Mapping

Tools 🛠️

Figma

Adobe Illustrator

Figjam

Excel

Misc 🧰

Pexel

Noun Project

Claude

This project is still in progress. Delayed due to date conflicts at the venue.

This project is still in progress. Delayed due to date conflicts at the venue.

This project is still in progress. Delayed due to date conflicts at the venue.

  • SVMZ

  • WORK

  • THINKINGS

  • CONTACT

Purchase

Framer Templates

By Ademar Rodrigues

Available for work

Sven M.

Product Designer at Google

@IGhandle

+44 1234 987465

thisismyemail@gmail.com

  • SVMZ

  • WORK

  • THINKINGS

  • CONTACT

Purchase

Framer Templates

By Ademar Rodrigues

Available for work

Sven M.

Product Designer at Google

@IGhandle

+44 1234 987465

thisismyemail@gmail.com

Brand Strategy

The analogy is that Toronto puts a spotlight on Canada's talent and Illuminates the world. Our brand needed to represent this mission.

I proposed Illuminate Creative Exchange, a name that best brought forth our purpose in this project.


I utilized the THEME framework, applied in notable Las Vegas Venues.

A brand for all creatives.

A brand for all creatives.

In limited time, finding the right visual language that spoke to creative stakeholders was priority. Iterations after, a combination logo was selected and a visual language that invoked Canadian motifs.

Service Design

Service Design

Professionals experience high levels of social awkwardness when networking, innovating on the customer experience would bring great value to us as a start-up in this industry and to our early adopters.

Setting up for Success

Setting up for Success

External and Internal analysis revealed three core challenges:

  1. Easing Onboarding Anxiety

  2. Discovering relevant networking connections in crowded events

  3. Facilitating organic networking

Let's connect!

If you have an idea, I want to talk to you!

Let's connect!

If you have an idea, I want to talk to you!

Better Networking
For All

"Legendary team member!! Created an amazing experience centred around creativity and putting a spotlight on Toronto. This event will change the way we network!

Gordon Whiskey

Hollywood North, Founder, Illuminate

  • The 5
    Creative Zones

    A strategic initiative to facilitate anxiety-free networking between individuals in different creative disciplines.

    Created for 610 Attendees

    Ease 305 first impressions

    Spark comfort by 70%

  • 5 Creative Zone Operation

    Guided into groups of assigned industry (e.g. Film) and colour.

    Assigned numbers will indicate a pair, each pair will initiate first exchanges using prepared Icebreaker questions.

  • The 5 Creative Zones:
    Expected Benchmarks

    Based on observable and measurable metrics (see the list below) at the event, we created comprehensive approach to measuring the success of our networking facilitation system:

    80%

    Comfort Increase

    Target Score

    NPS Goal

    +110

    Experience Goal

    85.6%

    *Check Calculations

    Below

  • The 5
    Creative Zones

    A strategic initiative to facilitate anxiety-free networking between individuals in different creative disciplines.

    Created for 610 Attendees

    Ease 305 first impressions

    Spark comfort by 70%

  • 5 Creative Zone Operation

    Guided into groups of assigned industry (e.g. Film) and colour.

    Assigned numbers will indicate a pair, each pair will initiate first exchanges using prepared Icebreaker questions.

  • The 5 Creative Zones:
    Expected Benchmarks

    Based on observable and measurable metrics (see the list below) at the event, we created comprehensive approach to measuring the success of our networking facilitation system:

    80%

    Comfort Increase

    Target Score

    NPS Goal

    +110

    Experience Goal

    85.6%

    *Check Calculations

    Below

⛷️

Acquired Skills & Knowledge

Using the THEME framework, I was able to create a cohesive Brand Experience based around Canadian Heritage.


In Service Design, I needed to learn various metric calculations in order to represent KPI's justly.

🤩

Points of Joy

Events are one of my passions, and being given the opportunity to create a cultural hub for the creative industries is truly a dream come true.

🤔

What would I do different?

So far nothing, as the plan changes to execute this event in Spring 2025, this will be an ongoing process. So make sure to follow Illuminate on Instagram for updates.

Data Collection Methods

Data Collection Methods

Data Collection Methods

Post-Purchase Survey

Post-Purchase Survey

Onboard Interview

Onboard Interview

Observation Notes

Observation Notes

Post Event Survey

Post Event Survey

OKRs

Satisfaction Rating (1-5)

  • 80% satisfaction rate

Satisfaction Rating (1-5)

  • 80% satisfaction rate

Comfort Increase (1-5)

  • 80% anxiety decrease (pre

    vs. post)

Comfort Increase (1-5)

  • 80% anxiety decrease (pre

    vs. post)

Connection Quality (1-5)

  • 70% positive interaction rating

Connection Quality (1-5)

  • 70% positive interaction rating

Experience Score

Experience Score

Experience Score

= (Satisfaction Rating x 0.3) +

(Comfort Increase x 0.3) +

(Connection Quality x 0.4)


A goal score of 4.26/5 (85.2%):

  • High participant satisfaction

  • Improvement in comfort levels

  • Strong connection quality

  • Overall experience success

= (Satisfaction Rating x 0.3) +

(Comfort Increase x 0.3) +

(Connection Quality x 0.4)


A goal score of 4.26/5 (85.2%):

  • High participant satisfaction

  • Improvement in comfort levels

  • Strong connection quality

  • Overall experience success

Data Points (1-5, per person)

Data Points (1-5, per person)

Data Points (1-5, per person)

Anxiety Level (Pre/Post

Anxiety Level (Pre/Post

Satisfaction (Post)

Satisfaction (Post)

Interaction Ratings (Post)

Interaction Ratings (Post)

Let's connect!

If you have an idea, I want to talk to you!

Let's connect!

If you have an idea, I want to talk to you!

Let's connect!

If you have an idea, I want to talk to you!