BY MARIELA MCILWRAITH, CMP, CMM, MBA
For years, meeting professionals have used event signs for directional and informational purpos- es, helping participants navigate event spaces and the experiences therein. Increasingly, however, they’re leveraging these signs to transform meeting
spaces into brand experiences that create a sense of place
and to achieve education or networking objectives. Let’s
review best practices in sign design and production and
identify trends that can create a real wow for attendees.
SENSE OF PLACE
Event signage can help create a “sense of place” that can
draw from either the local region or organizational brand.
MPI research shows that event participants want to experience their meeting’s destination, and not simply an
event space that is indistinguishable from others around
the world. Consider the experiential marketing value of
giving participants the sense that they have arrived at a
unique event, and not simply a venue.
If you create a space that has its own identity, and es-
pecially the identity of the conference, participants can
sense they will witness something special, says Anders
Ladegaard, a visual and auditive artist who works close-
ly with Denmark-based event design platform Meetova-
tion. Participants start to listen and feel invited, safe and
Different elements can create this regional or brand
sense of place. Consider imagery, shapes or color palates
that depict local landmarks, industries or attractions.
From a brand perspective, creating a sense of place is
more than applying corporate or event logos. Creating a
sense of place means representing the brand (or event)
values through design choices that reinforce key messages.
Signs and surface graphics play an important role in
achieving event objectives, and it is important that
they are strategically designed and placed with their
true impact in mind. Meeting planners should utilize
S I GNS
It’s time to start using event signage as part of the brand experience
that helps you achieve education and networking goals.
FOR THE TIMES