(Design material/content owned and publically available by Smart Data Solutions, LLC)
About the Client:
Smart Data Solutions (SDS) is a healthcare technology company based in Eagan, Minnesota that utilizes AI and automation to enhance service to their clients' healthcare processes. Their services aim to enhance healthcare companies by helping reduce the cost of operations, streamline implementation, and improve services for their clients in the healthcare field.
Smart Horizons HealthTech Symposium is Smart Data Solutions' reemerging company conference known for providing beneficial insights into their products and overall healthcare topics throughout a 3-day experience including engaging breakout sessions, keynote speakers, and partnership panel discussions.
The Challenge:
This year-long project presented many challenges as this was my first event planning project alongside designing the conference materials. With no prior background and minimal resources to assist, this project was a learning experience for me as I took up the task of coordinating the event.
The main goal of this conference was to educate and inspire clients with SDS's plans for their products and future advancements in the healthcare field. My role primarily focused on organizing the conference layout, managing vendor contracts, communicating with speakers and attendees, and operating the run of show for the event, while also designing event deliverables.
Branding Guide:
In 2023, SDS company colors were the initial focus for conference branding as shown in the branding guide on the left. A few months before the conference, a rebrand was created to highlight a more unique and trending color in the healthcare industry: purple. The finalized guide gave new logo variations, layouts, and colors that were integrated into multiple designs and products while also including some of the event's casino-related themes.
The colors that were chosen in the rebrand reflected SDS and the motivations of the conference; purple for wisdom, blue for technological expertise, and pink for intuitive energy. Together, the color scheme created a new, fresh theme that was professional and bright while reinforcing the message of highlighting the collaboration between new technology and the healthcare industry.
Initial Branding Guide
Post-Redesign Branding Guide
Digital Mockups & Deliverables:
After the finalized branding guide was set in place, the design elements could be used for mockups and deliverables that needed to be designed for the conference.
Prioritized first was the design of digital promotional materials, which included: email and social graphics, an email signature banner, the events Whova app layout, and the agenda. Closer to the conference, print deliverables were able to be created and produced, such as a photo banner display, directional posterboard signage, event agenda flyer, one pagers, name badges and lanyards, and conference branded merchandise.
Digital Promotional Materials
Email Signature Banner:
Emails from SDS employees are a significant method of communication for their clients. To help these emails stand out in an inbox and enhance outreach, an email signature banner was created and utilized on each email sent leading up to the conference. The banner was clickable in employees' signatures so clients could directed to the event landing page with general conference and registration information.
Social Media Outreach:
Social media is the SDS's primary source for outreach to their clients. Early in the rebranding phase of the project, designs were created in blue, and in purple/pink like in the final color scheme. Ultimately, purple was picked for its unique and trending quality in the healthcare field.
Social graphics were used to highlight key information such as general conference information, keynote speakers, and special event invitations. Pink was utilized to make keywords and action buttons stand out to viewers for recognition while also providing imagery to be a present part of the graphic space whether it was design elements from the conference branding or speaker headshots.
Early Mockup in Blue
Final Mockup in Purple
Keynote Speaker Social Post
Whova Event App:
SDS partnered with Whova to create and run their conference app and communicate with attendees. Conference branding was carried over into the platform in graphics and colors. This tool allowed staff and attendees to interact in multiple ways that benefited connectivity through digital incentives including an interactive leaderboard, photo sharing, surveys, session polls, and community threads. It also provided attendees with valuable navigation information such as a digital agenda, QR check-in, floor map, speaker list, and networking tools.
Agenda:
To communicate and assist participants with the 3-days packed with sessions and events, this digital agenda helped clients visually see the layout for the conference dates. Each session lists the speakers and times with prior pages focusing on bios and information about the individual speakers.
Additionally, attendees had physical versions of the agenda on their tables and posterboards displayed the agenda in the foyer with the current day's events for reference during breaks outside of the ballroom space.
Printed Deliverables
Posterboard Signage & Display Banners:
A reversible photo backdrop was created for attendees to interact with throughout the conference. The backdrop was turned around to highlight a casino-themed graphic during the Casino Night Dinner on the second night with props for pictures.
Throughout the conference and office tour, posterboards were present outside of event spaces that provided clear directional signage to the main ballroom, breakout sessions, and dinner/networking receptions. Signage was also displayed in the corridors to welcome attendees every day and provide the agenda for the current day providing clear communication and guiding them through the run of show events.
Conference Photo Backdrop Banner - General Side
Conference Photo Backdrop Banner - Casino Side
Conference Photo Backdrop Banner - General Side Example
Conference Photo Backdrop Banner - Casino Side Example
Breakout Session Posterboard Example
SDS Office Tour Banner
SDS Office Tour Welcome Posterboard
Name Badges:
Name badges assist in providing a clear distinction between staff, guest speakers, and attendees at the conference. Color identification on the bottom of the tags helped people easily determine in attendance was associated with which group. During the event, these name badges were on branded conference lanyards and were worn front and center for each individual to read clearly throughout the event.
Gift Bags Materials & Merchandise:
Attendees received gift bags at the beginning of the first day which contained conference merchandise and informational materials for the event. These branded items included materials attendees were picked for attendees to use during sessions including a tumbler, a notebook, and a stylus pen, with the addition of a deck of playing cards as a fun item that matched the casino theme.
Additionally, postcards were included to help inform attendees about event information and also boost awareness and interaction with a reminder about the conference app. As a fun treat, attendees also received branded cookies from C. Kruger's to enjoy.
