Events are more than just ways to bring your audiences together – they are powerful platforms for you to connect with them on a deeper level. But in a world saturated with fleeting experiences, how do you leave a lasting impression on your audiences?
Weaving your brand values into your event is a great jumping off point. To be clear, weâre not talking about stamping your logo on your event swag and calling it a day. Instead, weâre talking about crafting a holistic experience that authentically reflects what your brand stands for.
To help you achieve this, weâll explore how you can amplify your brand values at your events with five examples to inspire you!
What are brand values?
Brand values are the core principles that shape a companyâs identity and guide how it interacts with its stakeholders, including its employees, its audiences and the media. Essentially, brand values serve as the soul of a company, differentiating it from competitors.
1. SG Mark 2022 Awards Ceremony
Brand value amplified: Design-led innovation
How was it amplified: Venue design
The SG Mark Award, otherwise known as the Singapore Good Design Award, was launched in 2014 by the Design Business Chamber Singapore (DBCS) to celebrate exceptional design quality impacting businesses and communities in Singapore and the region.
Fittingly, the 2022 edition of the awards ceremony was held at Cloud9 Piazza. Located on the top level of Jewel Changi Airport – itself a winner of multiple design awards – the venue offers open views of the complexâs lush greenery and iconic indoor waterfall. These features not only provided the necessary grandeur for the occasion but also an ideal backdrop for the ceremony.
To preserve Cloud9 Piazzaâs nature-inspired look, we focused on creating soft details with our lighting fixtures. As the clock struck 9pm, we flew a pair of drones that resembled butterflies (complete with illuminated wings) over the event space to coincide with Jewel Changi Airportâs nightly light and music showcase, drawing âoohsâ and âahhsâ from the guests.
All in all, the decision to meld the theme of the awards ceremony with the venue proved to be the perfect way to highlight DBCSâs brand value of design-led innovation.
See full case study: SG Mark 2022 Awards Ceremony
2. Cvent Accelerate 2024 Singapore
Brand value amplified: Technology-forward problem-solving
How was it amplified: Cutting-edge AVL solutions
Cvent is a provider of event technology tools such as an event registration platform, a floor plan software and a web survey solution. Itâs behind Cvent Accelerate, an annual conference which sees event, marketing and hospitality professionals converge to exchange insights and perspectives on the events industry.
As the Technical Production Partner of the Singapore edition of Cvent Accelerate 2024 (the conference was also held in Australia, Germany and the UAE), our priority was to help Cvent bring to life the lights, sounds and sights of the conference while aligning with Cventâs belief in technology-forward problem-solving.
This meant committing to cutting-edge AVL solutions across various attendee touchpoints. For example, instead of single-use, static pull-up banners, we deployed energy-saving, dynamic LED screens to support wayfinding. By using the latter, we were able to help Cvent cut down on waste while making wayfinding more helpful for attendees.
We also unfolded a huge, cinematic LED wall in the Stamford Ballroom of Raffles City Convention Centre, where the conference took place. It enhanced the impact of the visual effects that Cvent had designed for the conference opening and transitions, ensuring that attendees were treated to a truly immersive viewing experience.
3. Google I/O 2024
Brand values amplified: Simplicity and user-friendliness
How were they amplified: Stage design
Google I/O is Googleâs annual flagship event, which is best known for offering the public a first look at the latest products and services from the search giant along with key updates to its existing portfolio. Google I/O 2024 was no different, attracting 5,000 onsite attendees and over 2 million viewers who tuned in to a live broadcast of the conference.
With so many eyes on Google at the same time, there couldnât be a more apt platform than Google I/O for the company to showcase what itâs all about. We mean that literally because Google clearly recognised the significance of moulding its Google I/O 2024 stage in its image.
The result was a clean, uncluttered stage design thatâs punctuated by only the brandâs bright colours. This reflects how much Google – while technologically advanced – values simplicity and user-friendliness, especially in its products and services.
We also like that Google steered away from boxing its stage and maintained a clear line of sight between its stage and attendees, as if encouraging them to interact with its presenters. Googleâs penchant for soft corners, seen here hugging its LED wall and steps, did not go unnoticed too if only because they make the brand feel welcoming.
4. Global Sustainable Tourism Conference 2024 Singapore
Brand value amplified: Sustainability
How was it amplified: Event design
Organised by the Global Sustainable Tourism CouncilÂź (GSTCÂź), an accreditation body that manages global sustainability standards for the hospitality, travel trade and MICE industries, the Global Sustainable Tourism Conference (GSTC) represents a unique opportunity for attendees to unpack insights and lessons from leaders of sustainability-forward organisations.
Appointed to be the Event Partner for GSTC2024 Singapore, we quickly recognised that a core part of our efforts would be concentrated on how we could actually make the conference sustainable. Industry averages for a conference of GSTC2024 Singaporeâs scale donât make for pretty reading: an estimated 2,835 kg of waste generated and approximately 300,000 kWh of energy consumed.
So we turned to a two-pronged strategy of minimising waste and ensuring that the green initiatives we helped GSTC roll out would leave a positive impact on the environment. Reusable hand-drawn placards, energy-saving LED walls and digital signages, upcycled decoration, cardboard furniture and biodegradable bamboo lanyards were all among the ideas.
At the same time, we worked with Cloop, a circular fashion social enterprise in Singapore, to repurpose returned bamboo lanyards into stuffing for fabric ornaments. Lobster clasps used to attach the lanyards to the conference badges were also reused in wristlet workshops conducted by Cloop. In addition, we measured and reported our carbon footprint to GSTCÂź.
Although precise data isnât finalised, we expect to have helped GSTCÂź reduce the amount of waste generated by 70% and energy consumption by 30% – and of course, provide extra talking points for attendees to bring home.
See full case study: GSTC2024 Singapore
5. Seedly Personal Finance Festival 2024
Brand value amplified: Financial literacy for all
How was it amplified: Event theme, sponsorship management
Seedly is a community platform centred around personal finance, with topics such as investment, savings, insurance, real estate and retirement planning all being discussed by users on its forums. Additionally, it publishes several blog articles and guides that offer in-depth information on the aforementioned topics.
These efforts to make the complex topics of personal finance accessible to all culminate in the annual Seedly Personal Finance Festival, a one-day conference that brings together dozens of thought leaders from the sector to share their knowledge and insights on personal finance. The event also stands out for its sprawling show floor boasting rows of interactive sponsorsâ booths.
For 2024, Seedly chose the theme of âSingapore Neighbourhoodâ, which it hoped would boost the relatability of the event and encourage visitors to take the first steps to learn more about personal finance.
As an event partner, we worked closely with sponsors to conceptualise and design their booths to mirror this theme. For example, Singlife, an insurance company, arrived with a larger-than-life booth that was modelled after a MRT train, complete with station signage featuring the iconography of a real-life station sign. The Singlife booth, along with similarly themed booths from other sponsors, proved to be a hit with visitors as they attracted snaking queues.
This support for sponsors was crucial in helping Seedly creating a cohesive event identity. The impact of Seedly Personal Finance Festival 2024 was equally telling: in total, more than 5,000 visitors thronged the event.
Create an event experience that amplifies your brand values
Creating an event experience that makes your audiences go âwowâ isnât just about packing in the most sessions on your agenda, or pulling off the biggest opening ceremony, or even showcasing the newest technology.
If you really want to connect with your audiences and leave them with a deep impression of your event, then you need to design an event experience that reflects what your brand stands for. Whatâs your most important brand value? How do you intend to bring it across to your audiences in a memorable way?
By using these examples as a springboard for your next event experience, you can convert more members of your audiences to not only leads and customers – but also fans of your brand!
Still not sure where to get started? We are on hand to support you in your journey to designing and executing an event experience that shows your audiences who you truly are as a brand.
Our Venue Partners
Raffles City Convention Centre (Part of Fairmont Singapore & SwissĂŽtel The Stamford) | Suntec Singapore | Pan Pacific Singapore | Carlton Hotel Singapore | Four Seasons Hotel Singapore | NTUC Centre | M Hotel Singapore City Centre | Orchard Hotel Singapore | Garden Pavilion @ The Ritz-Carlton, Millenia Singapore | Grand Copthorne Waterfront Hotel | Bridge+ Ascent | Ola Beach Club | Changi Cove | Ngee Ann City Civic Plaza | Urban Green Rooms (Orchard Road)