Project overview

In 2019, Eventbrite R&D hosted an event at SxSW to share and discuss our recent launches with our Event Creators. But first, we needed a compelling event identity and landing page to get people excited to attend and tie the it all together.

Role & team

Lead Designer with SWE and PM and Head of R&D and vendors

Timeline

2 months from idea to live event at SxSW

Success metrics

Attendance and event registration, no swag left behind

Background

Our team was hosting an SXSW event and we needed to get people excited to attend, that meant creating a compelling identity for the landing page, t-shirts, stickers, lanyards and signage.

Early prototype

I worked closely with the Head of R&D to define the vibe we were going for: bold, vivid and creative. 

Concept exploration

Concept 1:
Mystic Symbols

Cocept 2:
Immersive symmetry

Concetp 3:
Vivid Concentric

Concept 4:
Moving Parts

Beta Bash Visual Identity System

The system revolves around a set of interlocking concentric circular bars as a signature element. Our color were vivid and represented an extention of the Eventbrite brand.

Final designs

We used the Beta Bash identity for the event website, custom t-shirts, lanyards, posters and even for our own Beta Brew beer.

Results 

We launched the event landing page 3 weeks before the event. Tickets sold out in about 2 weeks. It was my first time creating an identity for an event, ordering the t-shirts, lanyards, signage. I also had never hosted a panel at SxSW before. I was happy with how the event identity helped tie everything together.

Lessons learned:
1. "If you feel in control, you just aren't going fast enough" – Mario Andretti

2. At the main event, don't obcess over everything being perfect. Embrace the chaos and have a good time with people.

3. People love free stuff, especially when it's well made and useful.

2400

T-shirts given away

800

Tickets sold

300k

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