It Was Never Just The Invitation: The Rise of Event Branding

by Helen Sharland, co-founder of Cutture

Over the past 15-20 years it’s safe to say alot has changed in Event communication. The evolution of technology being the major driver of such change, however, fundamentally the core need for Event communication remains the same.  And one of the most welcome shifts? The industry now has a name for something bespoke designers have been doing for many years: Event Branding.

Every single event is essentially a branding project. It’s often a misconception that stationery designers only design the invitations, yet in reality we design every. single. detail involved in communicating an event. When you add that up, it is often the equivalent of an entire branding project for a corporate rebrand!

So what is Event Branding?

Within your stationery suite, you will often have bespoke monograms, bespoke illustrations, colour ways and font choices – these essentially add up to be your ‘Brand Assets’. Once created, they are carried across every format of communication, tying everything together in a coherent, stylish way that is instantly recognisable to your event. Much like a brand is recognisable from its logo, colour ways and feel, Event Branding gives your occasion a consistent visual identity that runs through everything — from invitations to websites, on-the-day stationery, gifting, and even dance floors and backdrops!

The idea of branding an event has always been there. Ever since we started creating bespoke design for events here at Cutture in 2009, we have always created suites that work together coherently, tying every detail together. This makes for a consistent, stylish corporate event or private wedding that communicates clearly to guests — whilst telling your story through bespoke touches throughout, even digitally. We design unique digital invitations with the same care and detail as printed ones, because they are just as important in setting the tone, just a new way of delivering them.

The digital element

The digital side of Event Branding is obviously huge now. A digital invitation is far more than just delivering information — it comes with interactive CRM systems for smooth RSVPs, dietary requirements and links to fully integrated websites, all data-capturing for seamless event planning. This is where technological advances have been a brilliant addition to Event Branding. It is then our job as designers to ensure those technical processes are delivered in a beautiful, considered way — animated bespoke digital invitations with matching websites, all carrying the signature brand and illustrations created specifically for your vision.

Longevity and sustainability

It’s also important to touch on longevity and sustainability, the Event Branding plays a huge roll in this, often the physical ‘stationery’ elements are seen as throw away. At Cutture we have always designed with longevity in mind and encourage our clients to look at the Stationery, even on the day stationery elements, as gifts, keepsakes for life of a memory that lasts forever. This is where clever and considered design is so important.

Event Branding needs to account for environmental impact, from making conscious decisions as to where the stationery is made, materiality, print processes to how some elements could double up as personalised keepsakes – do we need hundreds of place cards going straight into the bin, when we could have personalised unique Menus that guests take home and treasure forever, for example?

This is also where sufficient budget allocation becomes so important. Delivering Event Branding today involves a significant amount of additional administration — from setting up integrated CRM systems to personalising stationery with variable digital and printed elements. It is also worth remembering, the printed and digital components should never be afterthoughts and are worth investing in, they are integral to an event running smoothly, and at their best, act as sustainable, meaningful keepsakes — often the only remaining physical memory of the day, alongside photographs and video.

Collaboration is everything

Ultimately great Event Branding is a huge element in the overall Event design, we are also advocates of allowing all of your suppliers to work together, so that the overall design can be elevated. Event suppliers, from caterers to florists, stationery designers through to production and entertainment are all creatives, let them talk to each other and you will create a melting pot of something truly magical – and completely on brand!

About the author:

Helen is Co-Founder of Cutture London, an internationally recognised bespoke design studio renowned for pushing the boundaries of print and design. Cutture crafts exquisite bespoke invitations and event branding across digital and print, serving luxury brands and discerning private clients at high-end events worldwide.