CASE STUDY 03 / EVENT CAMPAIGN
Elevate 2024
Making a DEI commitment feel like an event people fight to attend
Making a DEI commitment feel like an event people fight to attend
client
JPMorgan
My role
Senior Brand Designer & sole creative partner
SCOPE
Brand system, web, print, onsite direction
AUDIENCE
80+ diverse business leaders & C-suite executives
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THE PHILOSOPHY
A DEI event can read as a checkbox, or it can read as an invitation. The brand decides which.
Elevate exists to prove a bank's diversity and ESG commitments are real — to a room of executives who can tell the difference between a gesture and a genuine investment. My job wasn't to decorate an agenda. It was to design a guest experience where every touchpoint, from the first email to the follow-up survey, made the room feel like it was built for the people in it.
THE GUEST JOURNEY
Six touchpoints, one continuous story
Before — awareness
Logo, brand system & save-the-date
Established the 6th Annual Elevate identity — wordmark, palette, and typography — built to feel warmer and more personal than typical banking event branding, signaling this wasn't a standard corporate function.
Established the 6th Annual Elevate identity — wordmark, palette, and typography — built to feel warmer and more personal than typical banking event branding, signaling this wasn't a standard corporate function.
Before — invitation
Email invitations & social promotion
Designed the invitation sequence and LinkedIn promotional assets (banners, thumbnails) that carried the visual system into every pre-event touchpoint a guest would see.
Designed the invitation sequence and LinkedIn promotional assets (banners, thumbnails) that carried the visual system into every pre-event touchpoint a guest would see.
Before — the platform
Event website (Shorthand)
Built a mobile-optimized digital platform as the guest's home base for the event — agenda, speaker bios, and logistics presented as an extension of the brand, not a bolted-on registration page.
Built a mobile-optimized digital platform as the guest's home base for the event — agenda, speaker bios, and logistics presented as an extension of the brand, not a bolted-on registration page.
Arrival
Print & environmental system
Posters, table tents, name badges, and environmental graphics designed as one coherent system, so a guest could walk from the entrance to their seat and never leave the world of the brand.
Posters, table tents, name badges, and environmental graphics designed as one coherent system, so a guest could walk from the entrance to their seat and never leave the world of the brand.
During
Stage & presentation design
Directed the keynote presentation and on-stage animations, keeping content legible and on-brand for a room of senior executives while presenters moved through complex ESG and business topics.
Directed the keynote presentation and on-stage animations, keeping content legible and on-brand for a room of senior executives while presenters moved through complex ESG and business topics.
After
Follow-up & social proof
Closed the loop with a post-event survey and amplified the event through LinkedIn — where attendees, unprompted, described it as more than a box-checking exercise. See reactions below.
Closed the loop with a post-event survey and amplified the event through LinkedIn — where attendees, unprompted, described it as more than a box-checking exercise. See reactions below.
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