Events, communication, design – experiences that last beyond the day of the event

# tags: Communication , Events

Let’s be honest: a good event isn’t just about the day of the event, nor is it forgotten the next morning.

It’s the moments, the narratives, the immersive environments, the stories shared, the journey taken, the unexpected “wow” and, of course, the memories we keep, whether visual or not, that make an event a good one.

And how does this happen? Through communication and design, which together transform any event into a memorable experience.

These two areas, communication and design, were once seen as the “backstage” of the event - they served as support, but didn’t steal the show (a sign here, the background of a presentation there, a personalization of a counter there). Today, I’d say that’s no longer the case. I see them today as the protagonists, the stars who bring each moment to life and create memories that last. Communication is no longer just a way of informing, but the creative basis that drives the event’s narrative. What about design? Design guides us on a visual and immersive journey, one that makes us feel and live the event with intensity, from the first contact to the aftermath.

Do you see a journey and all that it entails? Now imagine events as a journey. If this is the case, design takes the place of a map, but not just any map, it guides the participant along the defined path, creating a guided journey, which can be sensory, immersive and more. Details such as visual identity, colors, music, merchandising, as well as augmented reality, virtual reality, etc. can all be the responsibility of design. In this case, communication transforms this journey, created through design, into something special, creating an appealing narrative, from the invitation - pre-event - which is already supposed to arouse curiosity, through the whole story that is told around the event, the ‘wow’ moments, the sharing, the sensations; to the post-event with the memories that are left behind.

Every detail tells a story. And that’s what stays.

Another example I like to give to show the power of a well-told story is the clay mug. Imagine that after an event, for example a team building event, we give each participant a simple clay mug when they leave. So far, nothing special, right? But what if that mug was personalized by the participants themselves during the event? Or better still, what if the participants’ children or parents decorated it, making it unique and special? Suddenly, what was a simple gift, a simple clay mug, becomes a piece with sentimental value and a narrative, something that each person can take home with a story to tell. And that’s what makes the difference - everything is just “something” until you add a narrative, an extra layer of meaning.

Adding a narrative, a story, creating a guided journey, that’s what makes an event.

In my day-to-day life, whether as a creative director, design trainer or photographer, I’ve learned that the real power of an event lies in how we communicate and design it. The right combination of design and communication has the power to transform any event into a unique experience. Designing events that don’t fade from memory, experiences that leave a mark, whether through an experience in the moment, or through a ‘wow’ photograph that stays and thrives over time, that’s it!

So the next time you think about organizing an event, remember this: it’s not just about the moment itself, but about the stories you want people to take home. It’s those memories, those carefully designed experiences, that will make your event more than just an event - it will be a brand, a living memory that lasts through time.