Project Overview
As one of the organizers for Overstock’s Annual Partner Council Summit, I led the creative direction for the event, designing the event style guide and overseeing all materials, including name badges, signage, menus, and presentations. I played a key role in streamlining the content presented throughout the event, ensuring that every key presentation shared with investors, partners, and the public passed through me first, guaranteeing consistency and alignment with Overstock’s brand.
The Challenge
Each year, Overstock hosts its top suppliers for a two-day summit, a critical event for aligning key stakeholders and presenting strategic updates. The challenge was to create a unified event identity that aligned with Overstock’s brand and conveyed a distinct, memorable theme. Additionally, I was tasked with streamlining the presentations, ensuring the content delivered was impactful, clear, and strategically aligned with the company’s goals.
My Role
As one of the organizers and Creative Director for the event, I led the creative process, ensuring every visual element—from the event’s style guide to the content of presentations—was on-brand and strategically focused.
- Creative Direction: I was responsible for developing the event’s visual identity, including designing name badges, signage, menus, and slide decks.
- Streamlining Content: I collaborated with the leadership team and presenters to refine presentations, ensuring every key message was clear, concise, and aligned with Overstock’s strategy. All presentations that were shared publicly or with investors passed through me first for final approval.
- Event Execution: I took on the role of assistant show caller, supporting on-site event coordination and ensuring smooth execution of the event.
Approach & Solution
1. Event Branding & Style Guide Development
- Goal: To develop a cohesive visual identity for the summit that reflected Overstock’s brand and resonated with attendees.
- Solution: I created an event style guide that established color schemes, typography, and design elements to be applied to all event materials.
- Outcome: A unified, professional aesthetic that communicated Overstock’s brand identity clearly and consistently.
2. Theme Development & Integration
- Goal: To create an engaging theme for the 2019 summit, which would tie the event experience together.
- Solution: For the 2019 summit, the theme centered on shipping, with design elements inspired by packing slips, cardboard textures, and shipping labels integrated throughout the event.
- Outcome: A visually distinctive theme that created a memorable experience and enhanced the event’s messaging.
3. Streamlining Content & Ensuring Alignment
- Goal: To ensure that the presentations were impactful and aligned with Overstock’s strategic goals.
- Solution: I worked closely with presenters and stakeholders to refine their content, ensuring it was clear, focused, and aligned with Overstock’s messaging. I reviewed and approved every presentation shared publicly or with investors.
- Outcome: The presentations were streamlined, strategic, and impactful, maintaining clarity and focus throughout the summit.
4. Event Execution & Coordination
- Goal: To ensure seamless execution and a smooth flow throughout the event.
- Solution: As the assistant show caller, I supported the event’s logistics, ensuring that everything ran on time and according to plan.
- Outcome: The event ran smoothly, providing attendees with a professional and organized experience.
Results & Impact
✅ Cohesive Event Branding: The event style guide ensured every material, from signage to printed documents, was consistent with Overstock’s branding, presenting a polished and professional appearance.
✅ Memorable Event Theme: The shipping theme was creatively integrated into the design, adding a fun yet professional touch to the event.
✅ Streamlined Content Delivery: By refining and aligning the content of presentations, I ensured the key messages were communicated effectively to investors, partners, and other stakeholders.
✅ Seamless Event Execution: My coordination and on-site support helped ensure the event ran smoothly, contributing to an organized and professional experience for attendees.
