Event Marketing & Branding for IDOD2024
For 2024, the Samara Centre for Democracy looked for refreshed event branding and creative direction for their annual In Defence of Democracy event.
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Services
About the Client
The Samara Centre for Democracy is a non-partisan charity that produces ground-breaking research and dynamic events that advance a vibrant culture of civic engagement across Canada. We work to support a resilient democracy with responsive institutions, shaped by an engaged public.
Photos by: Alyssa Faoro
About the Event
The Samara Centre for Democracy is a Toronto-based non-partisan charity focused on strengthening Canadian democracy through civic engagement. For the last five years, they've hosted In Defence of Democracy, an event that fosters critical discussions about the future of democracy in Canada. The event has featured exciting speakers such as Pulitzer Prize Winner Connie Walker, veteran news anchor Lisa LaFlamme and hosted by CBC’s Nahlah Ayed.
The Task
Fresh Design, Familiar Identity
In preparation for this year’s event, the Samara Centre team was looking for refreshed event branding and creative direction. With the event’s substantial following built over the years, the creative needed to maintain consistency with previous years’ branding to resonate with the established audience while engaging new attendees. It also had to reflect the core purpose and fully embody the experience of the event.
High Versatility
On top of the creative direction, the branding also needed to be highly versatile. With brand elements being utilized across a variety of mediums—including social media, video production, web content, email marketing, and all print materials associated with the event.
The Approach
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To inform our design, we drew inspiration from the event venue—the historic Winter Garden Theatre—focusing on its distinctive features: green and wooden seating, lush greenery adorning the ceiling, and the timeless elegance of its exterior.
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We explored the use of black-and-white rendered photography and cropped headshots to evoke a journalistic feel, reminiscent of newspaper clippings. Additionally, we looked at various typography layouts to determine the most effective way to present key information, ensuring clarity and impact for elements going to physical print.
The Final Product
After identifying the visual pillars, we began developing the core assets required to bring the branding to life:
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