Problem

Quarterly furniture market events are crucial for attracting new customers and keeping current ones engaged. However, with over 200 digital and print assets needed for each event, the marketing team faced the challenge of delivering a consistent, impactful brand experience across all materials. They required not just a creative project manager but a design lead to oversee the entire process—from briefing to final execution.

Idea

Market events present a unique opportunity to push the brand’s creative boundaries. Once the seasonal color and theme was determined, I created the mailed invitations, VIP cards, and client dinner menu designs, setting a visual tone for all subsequent signage and materials. These foundational designs acted as a “north star” for the entire event, ensuring cohesion across all touchpoints. As both lead designer and creative project manager, I focused heavily on organization, improving the feedback and review system to streamline communication with the numerous stakeholders involved in approvals.

Solution

For the Las Vegas Summer Market, we established a visually cohesive look using sea glass as a seasonal color overlay on art, capturing the essence of summer. With the updated feedback and approval process, we efficiently managed over 200 designs, significantly reducing the time needed for approvals from months to just a few weeks. Implementing a robust signage template system also streamlined content updates, making each event refresh seamless. A strong relationship with local printers allowed for smooth press checks, ensuring color accuracy and quality control across all print materials. This proactive approach led to a smoother, faster, and more consistent project delivery cycle.