Event identitySeven Summit2022
An event is a product that lasts two days and has to work the first time. The "Connections that transform" identity went from the phone to the stage.
- Client
- Eduzz
- Role
- Designer — experiential branding
- Timeline
- 4 weeks
- Disciplines
- Concept, Event branding, Visual identity, Digital and print pieces
The context
Seven Summit is Eduzz’s annual event. Since 2018, it has brought entrepreneurs, professionals, and digital-market enthusiasts together in Sorocaba, in the state of São Paulo, for talks, workshops, and networking.
In 2022, the event was coming back at a moment when being together carried a different weight. The brief asked for more than a nice logo on the big screen: it asked for a reason for people to travel across the state.
The pain
Events have something digital products don’t: there’s no second chance. The attendee experience starts weeks ahead (invitation, getting there, schedule) and is decided over two days, between check-in, stage, hallways, and coat check. If the identity only lives on the big screen, the rest of the event feels like it belongs somewhere else.
The research
The concept started from a simple idea: what you take home from an event isn’t the talk, it’s the people. Hence the theme “Conexões que transformam” (Connections that transform), reinforced by a brand territory Eduzz already owned: +humano (+human).
The visual language became a modular system, with geometric shapes, vibrant colors, and real photography of people. A system rather than a layout, because it had to work on everything: an Instagram story, a badge, a screen dozens of meters wide, a coat-check sign.
The solution
Before the event: the phone
The experience started in the app, with news, the schedule, exclusive content, and even the best route to Sorocaba from São Paulo or Campinas. “Seven Summit 24/7 with you.”
During: the space
On site, the identity left the screen and became the environment, from check-in to coat check and the lounge areas.
On stage
The event film
What I took from this project
Events were one of the best schools of product thinking I ever had. There’s a journey (before, during, and after), there are physical and digital touchpoints, and there’s no such thing as a hotfix. Designing a system instead of standalone pieces is what let the identity arrive intact, from the story to the big screen.
