Capturing Attention, Sparking Conversation
Capturing Attention, Sparking Conversation
Elevating a brand launch through event design and strategic thinking
Client
Abilitie
Abilitie
Overview
Following the launch of their refreshed brand identity, A25, Abilitie was preparing for one of the largest industry events of the year: the ATD International Conference & EXPO. As both a contract designer and participant in Abilitie’s 12-Week MBA course, I had a unique perspective on their product, audience, and market positioning. This dual role informed my design approach and ensured that the event materials not only aligned with the new brand but also served as strategic marketing tools. The final designs helped the company stand out in a crowded expo hall, spark meaningful conversations, and clearly communicate their value to potential clients within seconds.
Following the launch of their refreshed brand identity, A25, Abilitie was preparing for one of the largest industry events of the year: the ATD International Conference & EXPO. As both a contract designer and participant in Abilitie’s 12-Week MBA course, I had a unique perspective on their product, audience, and market positioning. This dual role informed my design approach and ensured that the event materials not only aligned with the new brand but also served as strategic marketing tools. The final designs helped the company stand out in a crowded expo hall, spark meaningful conversations, and clearly communicate their value to potential clients within seconds.
Timeline
~3 months
This project was completed while on contract with Abilitie.
~3 months
This project was completed while on contract with Abilitie.
Skills
- Brand Activation
-
Strategic Storytelling
-
Visual Communication
- Audience Engagement
Tools Used
-
Figma
- Adobe Photoshop
- Adobe Illustrator
- Notion
Designing a Brand Experience
Integrating Product Insight and Strategic Marketing
Integrating Product Insight and Strategic Marketing
Context & Challenge
Following the launch of their refreshed brand identity, A25, Abilitie was preparing for one of the largest industry events of the year. As both a contract designer and participant in Abilitie’s 12-Week MBA course, I had a unique perspective on their product, audience, and market positioning. This dual role informed my design approach and ensured that the event materials not only aligned with the new brand but also acted as strategic marketing tools.
Objective
The goal was to help the company stand out in a crowded expo hall, spark meaningful conversations, and communicate their value to potential clients quickly and clearly.
Event Marketing Approach
For the conference booth, I designed a main tower display and supporting assets that drew attention, guided visitor focus, and told the story of Abilitie’s leadership development programs. Insights from the 12-Week MBA course helped me anticipate how attendees might engage with materials and identify opportunities for clearer messaging and visual hierarchy. This approach ensured that design decisions supported both brand consistency and marketing effectiveness.
For the conference booth, I designed a main tower display and supporting assets that drew attention, guided visitor focus, and told the story of Abilitie’s leadership development programs. Insights from the 12-Week MBA course helped me anticipate how attendees might engage with materials and identify opportunities for clearer messaging and visual hierarchy. This approach ensured that design decisions supported both brand consistency and marketing effectiveness.
From Insights to Design
Leveraging Product Knowledge for Impactful Marketing
Brand Application
I applied the new A25 visual identity across key deliverables, including client-facing documents and event collateral. Each design decision reinforced Abilitie’s positioning, creating a cohesive look that strengthened brand recognition.
Leveraging Product Knowledge for Impactful Marketing
Brand Application
I applied the new A25 visual identity across key deliverables, including client-facing documents and event collateral. Each design decision reinforced Abilitie’s positioning, creating a cohesive look that strengthened brand recognition.
Overall Results
The updated deliverables and booth design created a cohesive, attention-grabbing brand presence that clearly communicated value to potential clients. Integrating insights from the 12-Week MBA course allowed me to approach the project with a marketing mindset, ensuring that design decisions supported both visual consistency and strategic messaging. The materials helped guide conversations, reinforced brand positioning, and continue to be used across marketing touchpoints.
The updated deliverables and booth design created a cohesive, attention-grabbing brand presence that clearly communicated value to potential clients. Integrating insights from the 12-Week MBA course allowed me to approach the project with a marketing mindset, ensuring that design decisions supported both visual consistency and strategic messaging. The materials helped guide conversations, reinforced brand positioning, and continue to be used across marketing touchpoints.
Collaborators
Adrian Taylor
Abilitie Product Team
Abilitie Marketing Team
Adrian Taylor
Abilitie Product Team
Abilitie Marketing Team