This awards gala hosted by ZSA legal recruiting and the National Post is the largest Canadian law recognition live show in the country. We provided concept, design, creative direction, and all production of assets. This included a unique annual show brand that was used extensively across promotional materials and social media platforms.
To maintain the event's high production value and sold-out attendance, we were responsible for creative direction, developing a unique show brand from year to year, and all production assets for multimedia applications for online and in-person promotion.
Services
Identity & Visual Brand Creative Direction Multimedia
The challenges
Appealing to the audience and refreshing the gala each year was a challenge we rose to by creating a memorable wordmark and visuals package that included typography, colour palettes, photo and video usage guidelines and multimedia assets. Eye-catching visuals that celebrate the nominees and make the night a premium event were the measures of success we aimed for year after year.
After over 2 decades of events we were hired to inject some vibrancy and excitement into the night to keep the attention of this busy and discerning group of high achievers who are no stranger to fancy affairs. We needed to create a unique look and feel annually, yet stay focussed on a target audience that is guided by tradition. Some may say uptight, we considered them discerning and set out to bring something special to each gala year after year. Our event branding raised the bar of the event and was received very well by attendees and our clients.First, we presented 3 thematic concepts, illustrated with mood boards. Based on the themes, Individual show identities were created that provided a leaping-off point to develop the show brand look and feel. To raise the production value, we added unique show brands each year, complete with identities, themes, and custom graphics. These were applied to the live screens and staging during the event as well as social media channels, on-site messaging, and printed and digital promotional items. This created a one-of-a-kind experience and the consistency across all communications made the event a more prestigious ticket. In turn, boosted the appeal of winning top honours. The new bigger production approach established on all fronts drove the anticipation of next year's concept and show experience. Social media buzz by both the CGCA and past attendees created further ripples of awareness, keeping it not only viable but even more popular than before.
2021 Event Brand
The CGCA requires attention to detail and service. Matt has provided the creative expertise that allows us to focus on the other tasks required for success. I recommend his services!
Dan Malamute | National Director of Programming & Events
2019 Event Brand
Results
The elements we delivered each year were flexible enough to look great in print applications as well as fully animated on screen at the events. The promotion and re-cap of the event benefitted from a cohesive and memorable look, increasing the perceived value of the awards and creating a buzz for the next year's gala.
In legal circles the CGCA is the premier gala event to attend. Hosting the biggest firms and their accounts, it is widely viewed as a major opportunity for lawyers and clients to schmooze and network after hours in a professional setting. With its discerning and sophisticated audiences, the concept and execution of the show brand and its myriad of details was a make-or-break prospect. We were proud to stand with ZSA, shoulder to shoulder with industry leaders and have our work so well received. A simple nod from a respected colleague speaks volumes and sends lasting good vibes. The culmination of our efforts for the CGCA resulted in vibrant, exciting, and fresh events that have maintained its reputation as Canada’s best legal awards show and gala event. Having established a high level of production and engaging experience for its attendees they have continued selling out year after year.
2017 Event Brand
Work
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