The brief
We took on the exciting challenge of branding Sad Girls Club’s annual wellness summit, a transformative event that needed a distinctive and elevated brand and marketing kit. Our goal was to make sure that Sad Girls Club’s unique brand voice was present in every touchpoint, from digital marketing to the event space itself. This was not your average wellness event, and we were committed to making it unforgettable.
g. Flexible section, such as: Strategy, Look & Feel, Brand Identity, Website, Packaging

The Strategy & Branding
We worked collaboratively with the client, sharing our initial ideas and moodboards before developing the creative. Focussing on the event experience, our concept was inspired by the transformation of guests’ feelings before, during and after the event. Aptly named ‘The After Effect’, we took the notion of people entering with a spectrum of emotions and experiences, transitioning to them feeling recharged, in balance and at peace during the event, before leaving with a full cup and soul.

The visual kit was playful and dynamic, with ‘liquid zen’ shapes to bring energy to the creative, and a bright colour palette that complemented the Sad Girls Club brand. A new, serif typeface gave the event an elevated feel, while imagery and textures cropped in modular shapes added a distinctive element for real stand out.

Fun, energetic animations on social media were instrumental in promoting the event beforehand, and making guests feel as though they were treating themselves to the experience. We designed the event signage and wayfinding comms to command attention, while being easy to navigate through the impressive venue.

The result
The new branding & event signage gave the event an inclusive, elevated feel and worked effortlessly across the areas of consideration. Our concept has longevity and the opportunity to evolve for future events for Sad Girls Club. The day was inspiring and full of energy, and we loved seeing guests enjoying the activations and sharing their experience on social media.