A Brand System Within a Brand System
When my team and I set out to build the Jobber Summit brand, we had a few clear objectives: It needed to look impactful and engaging, and it needed to both look related to the Jobber visual brand while also being distinct enough to stand alone. It was important to strike the right balance.
The system we developed uses a simple but versatile system of big, chunky typography, bold colours, gritty textures, and scribbly hand-drawn elements reminiscent of note-taking or sketching out Xs and Os to draw up a play. The logo is a simple wordmark system that uses varied arrangements to maximize its stage presence in any application. The brand plays harsh geometrics against rough natural textures so everything feels dynamic yet concrete, scrappy yet confident.
A Fully Digital Campaign
Repetition is an important part of driving conversions, and marketing an online event is no different. My team and I applied the brand system to hundreds of assets, spanning multiple channels to reach audiences in different places to get the word out. The creative keyed in on different angles, so the target audience wasn't inundated with the same messaging over and over again. Different people sign up to attend Jobber Summit for different reasons, so it was important to cover a lot of ground with our messaging.
Partnering with the Experts
An important part of the marketing strategy was to partner with industry leaders that our audiences already trusted. Social media influencers that have the attention of their audience played a key role in spreading the word about the event, and legitimizing it in the minds of future attendees. The visual language of the brand placed the speakers and influencers as the heroes of the story. The pieces of the brand were built to translate to motion graphics and videos pushed out from the social channels of Jobber and its partner influencers.
A Captive Audience
The timing of the rollout of each wave of creative coalesced with the start of the event. The free nature of the event meant a lot of casual attendees, and visually urgent creative helped push the audience to make the final effort to log on at the time of the event. The brand also extended to the online event platform.
Post-Event Impressions
After the event was over, the creative kept working. Audiences that attended, or may have missed the event, could still access valuable takeaways from the presentations and sessions. This marketing push also continued to capture leads and convert new Jobber users even after Jobber Summit over, while also building anticipation for next year.
The visual brand was tasked with a lot of heavy lifting throughout the entire marketing effort for the event. The careful decision making early in the process paid off, giving our team the tools to turn out creative assets from all angles of the marketing push, keeping every piece of the campaign feeling cohesive, eye-catching, and effective.
All work completed by the Jobber Creative Studio team.
