The attendees are a group of casual outdoorsy folks, some of whom live in their vehicles and camp between leading wilderness expeditions. There's a very fine line between keeping it simple and overdoing it with this crowd—they want to be appreciated and know this event is professional, but wouldn't dare be part of something wasteful.
As the inaugural event, we needed this event to go well. We needed instructors to trust that this would be worth their time and personal investment. If it didn't go well this first year, it wouldn't likely get funding again. And we'd lose an opportunity for consistent training, unity among instructors, valuable roundtable discussions, and in-person moments in an organization that's divided into dozens of locations around the world.
My roles: brand manager, content strategist, art director, designer, client liaison, and print production coordinator.
Standards: A brief guide for the creative team, detailing colors, angles, and other details:
We sent postcard invitations, with room for a personal, hand-written "hello" from coordinators instructors knew personally in the Field Staffing Office:
To support sustainability efforts, no cups were provided for an evening social. Instead, attendees received a pint glass, doubling as event swag. We printed in white to emulate a simple, etched effect to stay under budget and contribute to a zero-waste goal for the event.
With a tiny budget and knowing the event name tags would only be used for a few days, I designed name tags that could be practical but not at all wasteful. Organizational standards for sustainability as well as instructors' high standards for environmental ethics dictated a very simple product.
We printed small booklets, french-folded the inside pages (made from the backsides of our used office paper) and stapled them to form name tag booklets that included the schedule and a facility map. A data merge for each participant's name and identifying details, and a team of interns assembled the final product.
What we printed:
Instructors contributed by adding their own skills to the final product:
The event program provided the schedule, speaker bios, and workshop descriptions. Some attendees actually gave negative feedback regarding the expense of printing the covers in color. Less is definitely more when impressing this audience.
It was content-focused, in a well-organized, easy-to-replicate-next-year layout:
Please reach out if you're curious about my experience with service design, or if you'd like to work together to create an event.