Training Conference Website and Branding
The Fall Training Conference (FTC), an annual event hosted by Circle K International, offers college students valuable networking and leadership development opportunities. As the creative lead, I spearheaded the event's digital presence and brand experience, focusing on delivering a cohesive, engaging, and user-centered design. My work not only met the conference's logistical needs but also amplified its thematic and immersive qualities, creating a memorable experience for over 500 attendees.
01
Objective
The goal is to enhance the usability of the FTC website and unify the event’s branding under a compelling theme that resonates with college students. The website would serve as a resource hub, while the event branding would provide a cohesive and memorable experience from start to finish.
02
Strategy
With 14 committee members bringing unique ideas to the table, aligning everyone under a singular, impactful theme was essential. I proposed the idea of a “mystery” theme, designed to create a sense of intrigue and adventure. To sell the concept, I created and pitched mockups illustrating how this theme could be integrated throughout the event, gaining team consensus and excitement.
Once the mystery theme was established, I developed a brand guide with fonts, colors, and design elements that embodied this aesthetic. I ensured that this branding was present across all event touchpoints, from the website and check-in materials to opening sessions and individual activities. The consistent use of the theme provided attendees with a fully immersive experience, making the brand feel present and cohesive at every interaction.
03
Creative Proccess
Website Design
To create a more intuitive website experience, I began with a deep dive into user feedback from past events. Attendees had struggled to navigate the old site, so my focus was on making information easy to find and visually engaging. I started with wireframes and iterated based on feedback, testing different layouts to determine the most user-friendly structure. I added drop-down FAQs, a clearer navigation menu, and ensured the design was fully responsive for mobile and tablet users. This approach prioritized both functionality and accessibility, meeting the needs of attendees and making it easier for them to engage with the event resources.
Brand Guide Creation:
In line with the mystery theme, I developed a unique brand guide to ensure consistency across all event touchpoints. The guide included custom fonts, earthy colors, and stylistic choices that evoked a sense of discovery and intrigue. Given budget constraints for event collateral, I selected colors that would work well for limited-color prints on items like T-shirts, creating impactful visuals without sacrificing brand integrity.
High-Level Event Branding & Coordination:
As part of the event’s creative lead, I collaborated with designers and content creators to ensure that every aspect of the conference—from lanyards to presentation slides—reflected the brand’s tone. I also coordinated resources and managed asset distribution, maintaining alignment with the theme and maximizing visual cohesion. By establishing a clear visual language, I created an immersive environment that drew attendees into the conference experience, ensuring that every branded touchpoint felt intentional and engaging.
04
Result and Impact
The redesigned FTC website effectively addressed the usability concerns previously identified. The website garnered positive feedback for its user-friendly design, responsiveness, and intuitive navigation. Attendees were able to easily access the necessary resources, resulting in increased engagement and a reduction in the committee’s workload in addressing inquiries.
Beyond the digital experience, the cohesive mystery-themed branding elevated the event’s atmosphere. Attendees were welcomed into a fully branded environment that carried the theme through every element, from signage and T-shirts to presentations and activities. The brand identity was not only consistent but also immersive, creating a memorable experience that unified the event’s various components and left a lasting impression on the participants.