Two Micro-brands, Two Immersive and Uniquely Branded Experiences
Client
Kustomer
Industry
B2B SaaS
Kustomer
Industry
B2B SaaS
Tools
Adobe CC, Figma, Wordpress, Google Suite, Asana
Role
Branding & visual design, Creative direction, Team collaboration
Adobe CC, Figma, Wordpress, Google Suite, Asana
Role
Branding & visual design, Creative direction, Team collaboration
Overview
Kustomer NOW is the company-wide annual conference, where we unveil new product updates and CX trends, featuring keynotes from CX leaders from the world’s most future-focused brands. Kustomer NEXT, the smaller and second conference in our annual lineup, serves as the dynamic counterpart to Kustomer NOW, taking the reins for the latter half of the year, offering a forward-looking perspective on CX evolution.
With two annual conferences, we ensure that our audience remains engaged, informed, and equipped to harness the latest technology for a modern, standout customer experience from start to finish.
The Challenge
Design a comprehensive promotional strategy and cohesive brand for Kustomer's dual annual conferences, educating both existing customers and potential prospects about the ever-evolving landscape of customer experience (CX) — encompassing what's NOW and what's NEXT. Our goals include generating over 1,000 registrations for NOW and 500 registrants for NEXT.
Kustomer NOW is the company-wide annual conference, where we unveil new product updates and CX trends, featuring keynotes from CX leaders from the world’s most future-focused brands. Kustomer NEXT, the smaller and second conference in our annual lineup, serves as the dynamic counterpart to Kustomer NOW, taking the reins for the latter half of the year, offering a forward-looking perspective on CX evolution.
With two annual conferences, we ensure that our audience remains engaged, informed, and equipped to harness the latest technology for a modern, standout customer experience from start to finish.
The Challenge
Design a comprehensive promotional strategy and cohesive brand for Kustomer's dual annual conferences, educating both existing customers and potential prospects about the ever-evolving landscape of customer experience (CX) — encompassing what's NOW and what's NEXT. Our goals include generating over 1,000 registrations for NOW and 500 registrants for NEXT.
The Solution/My Role
I designed two distinct micro-brands within the overarching Kustomer brand, effectively transforming Kustomer's annual conferences into immersive and uniquely branded experiences. This design approach ensured that both conferences, each dedicated to exploring the evolving realms of CX — from the 'NOW' to the 'NEXT' — maintained a strong and consistent brand identity. I designed all promotional materials including — email templates, social media graphics, and post-production creative.
I designed two distinct micro-brands within the overarching Kustomer brand, effectively transforming Kustomer's annual conferences into immersive and uniquely branded experiences. This design approach ensured that both conferences, each dedicated to exploring the evolving realms of CX — from the 'NOW' to the 'NEXT' — maintained a strong and consistent brand identity. I designed all promotional materials including — email templates, social media graphics, and post-production creative.
A Futuristic Approach
Kustomer NOW adopted a celestial planet-inspired theme that encapsulated the essence of the future and the vastness of space. These cosmic aesthetics conveyed a sense of limitless potential, creating an immersive and forward-looking experience that resonated with the conference's futuristic vision.
Kustomer NOW adopted a celestial planet-inspired theme that encapsulated the essence of the future and the vastness of space. These cosmic aesthetics conveyed a sense of limitless potential, creating an immersive and forward-looking experience that resonated with the conference's futuristic vision.
This concept provided a strong foundation for Kustomer NEXT's design, which evolved into a vibrant representation. While each event had its unique visual identity, they shared common elements rooted in the celestial and futuristic motif, ensuring that attendees could easily connect both experiences with the overarching brand.
Identity
Using the Kustomer typeface, I crafted individual logo lockups for each event, ensuring a unified and memorable experience for each micro-brand. Utilizing the counter space in each logo lockup, I prominently showcased the conference year, not only capturing attention but also emphasizing the recurring nature and significance of these annual events.
Using the Kustomer typeface, I crafted individual logo lockups for each event, ensuring a unified and memorable experience for each micro-brand. Utilizing the counter space in each logo lockup, I prominently showcased the conference year, not only capturing attention but also emphasizing the recurring nature and significance of these annual events.
Shape & Color
Inspired by the Kustomer logomark, known affectionately as "Kusty", the event designs incorporated its iconic outline. The shape of the design drew inspiration from celestial planet forms, subtly hinting at the concept of the future and its boundless possibilities.
Inspired by the Kustomer logomark, known affectionately as "Kusty", the event designs incorporated its iconic outline. The shape of the design drew inspiration from celestial planet forms, subtly hinting at the concept of the future and its boundless possibilities.
Taking the Kustomer core palette and embracing the futurist theme, the event's primary color scheme was reimagined with vibrant neon hues. By intensifying the Kustomer colors and infusing them with a touch of zing, I crafted a dynamic set of new colors. These fresh tones were thoughtfully harmonized with other shades, creating a striking gradient palette.
All-hands on Deck: Promotional Strategy
In order to enhance our marketing initiatives, we embraced the chance to initiate various media projects that would expand our audience reach and bolster our registration figures.
In order to enhance our marketing initiatives, we embraced the chance to initiate various media projects that would expand our audience reach and bolster our registration figures.
I was responsible for crafting all social media promotions across our company's channels, and supply our employees with social banners to effectively connect with our target audience. I also curated a promotional package intended for our speakers, enabling them to amplify their outreach through their own channels and garner greater attention for our events. I helped design the landing pages for each event, highlighting key speakers, product updates, and fun activities for the day of events.
Nasdaq promotion Times Square, NY
Morning Brew, well known digital newspaper promotion
I took the lead in crafting the introduction video and commercial for Kustomer NEXT, ensuring that these key visual elements would set the tone for an engaging and memorable experience. The introduction video served as a precursor to the event, while the commercial spotlighted its value and generated anticipation among attendees by promoting product and marketing materials available for instant download.
Wrap it Up! ( Post Event Strategy )
Even after both Kustomer NOW and NEXT had concluded, our company remained dedicated to maximizing its impact by leveraging our full arsenal of brand materials. Recognizing the value of sustained engagement, we embarked on a strategic journey to extend the event's reach and resonance.
Even after both Kustomer NOW and NEXT had concluded, our company remained dedicated to maximizing its impact by leveraging our full arsenal of brand materials. Recognizing the value of sustained engagement, we embarked on a strategic journey to extend the event's reach and resonance.
I designed the key takeaways from both events into engaging materials (recap blogs, reports, and infographics), transforming event learnings into evergreen resources for our community.
View the Kustomer NOW interactive infographic here.
View the Kustomer NOW interactive infographic here.
View the Kustomer NOW interactive ebook here.
View the Kustomer NEXT report here.
Key Results
Incorporating the event's branding and visuals across a multitude of channels, helped us maintain a strong sense of continuity and reinforced our company's identity.
Incorporating the event's branding and visuals across a multitude of channels, helped us maintain a strong sense of continuity and reinforced our company's identity.
Our audience could seamlessly connect the dots between each event and the resources we continued to provide. We not only exceeded our goals, but our post-event engagement strategy exemplified our commitment to creating lasting value for our audience and ensured that the event's impact resonated long after the curtains had closed.
Kustomer NOW results
Total Registrations: 1365
Total Attendees: 637 (47% attendance rate)
Total Customers: 151
Total Prospects: 241
Marketing qualified leads: 592
Kustomer NEXT results
Total Registrations: 671
Total Attendees: 265 (39.5% attendance rate)
Total Customers: 73
Total Prospects: 192
Marketing qualified leads: 235
