Case studies

Event marketing kit

How does a small brand team scale to support a global event team across a wide variety of event types?

Event marketing kit

Overview

The event identity kit is designed to streamline execution by providing modular, scalable designs that work across every format: workshops, intimate leadership dinners, partner activations, and virtual events.

A unified visual language and environmental design approach ensure that every touchpoint — digital invitations, registration flows, swag, wayfinding, presentation decks, and post-event follow-up — feel cohesive.

The challenge

Build a system flexible enough to serve every event format while staying cohesive enough to read as one brand.

Unifying global events, all with different goals and audiences.

The approach

We've divided the system into the four major moments of an event.

An event invitation displayed on a laptop
Invite
Airtable workshop entrance signage
Arrive
AI in Action presentation in a crowded event space
Engage
Airtable event notebooks, pencil, and printed collateral
Remember
Four color-coded Airtable event badges

“What stood out most to me was that the design team didn't just hand off a folder of assets — they took the time to understand how each piece fits. That's what made the kit actually usable in the field.”

Taylor Owen — Head of Field Marketing, Airtable

Process

Break the system into distinct, mix-and-match kits rather than one all-purpose guideline.

Mobile landing page and social ad from the marketing kit
Marketing Kit
Event signage system shown across several formats
Signage Kit
Presentation template slides from the event kit
Presentation Kit
Printed event takeaways arranged as a kit
Takeaway Kit
Hospitality materials from the event kit
Hospitality Kit
Conversation prompt cards from the activity kit
Activity Kit
Three event identity patterns in plum, green, and blue
Airtable welcome sign in an event space
Black Sesame Latte interactive event display
Lunch and Learn event sign
Build Different stickers applied to a laptop
Thank You card from the event kit
Work and Play conversation prompt cards

Impact

Replacing bespoke event design with a modular kit let a growing, global program stay consistent without bottlenecking on central creative resources.

51
Production ready assets
Templates, guidelines, and production-ready assets that field teams could pull from changed the process from a bespoke, one-off exercise into a repeatable, scalable process.
8
Event types
The design system serves different event formats, from an intimate executive dinner to a large trade show booth, while staying cohesive enough to read as one brand.
6
Event kits
Kits rather than by event type let teams mix and match for different formats while still reading as one brand
7
Regions
Six kits across identity, environmental, and print allow us to deliver a strong event presence globally.
Airtable booth package showing a branded backdrop, monitor, and table
Branding-in-a-box
Airtable trade show booth
Trade show
Airtable leadership dinner room
Leadership dinner

“We’ve launched across AMER, EMEA, and APAC with more marketers requesting access every day.”

Unjanee Kava — Field Marketing Manager, Airtable

Conclusion

How does a small brand team support a global event team needing branded assets across a wide variety of event types?

01
Designed to be infinitely modular for every size of event.
02
Structure the system by touchpoint.
03
Design for the people executing it.

Team

Creative direction
Mandy Collins
Art direction
Alisha Mowder
Design
Kass Zuanich
Motion
Matthew Stark
Copy
Nick Fisher

Hyperagent Launch OOH

Hyperagent Launch OOH