Event :: DealMaker 2020
Building off of the DealMaker 2019 theme, I wanted to keep the identity similar by using the brand device and the cityscapes but wanted to make the event a big deal – as if we were taking over the city.
Note: Scottsdale, Arizona continued to be a challenge (and outlier), in the cityscape theme. The event had moved from San Francisco in 2016, yet we felt the natural landscape was an acceptable alternative because the venue was incredible and we received such positive feedback each year. Coincidentally, DealMaker Scottsdale was the only in-person event we were able to hold in 2020 because of the global pandemic.
Over the previous years, we had used various color themes to differentiate between the events – part of this was because with three events in North America, we wanted advertisers to feel like each were unique with new opportunities and content.
Rakuten corporate had made a point to simplify its global identity – and we were investing heavily in a rebranding of our own – so we made it a point to adopt a consistent color theme across our events to build a more cohesive brand experience.
The artboards featured in many of these event identities were intentionally built in one file to ensure that there was consistency across each of the main templates that my team used to develop from.