The art of designing memorable brand activations

Designing brand activations that dazzle event attendees requires a blend of creativity, strategy and meticulous planning, writes Dijana Thompson, senior stylist at D PLUS D Events.

At D PLUS D Events – which is exhibiting as part of the free Showcase at Events Uncovered presented by Spice at MCA Australia on Tuesday, 23 July, 2024 – we believe turning a brand concept into an unforgettable activation involves far more than simply placing a logo on a plinth.

Designing a successful activation requires a comprehensive approach that immerses attendees into a new world, engages their senses and creates lasting impact.

Here’s an inside look at the art and intricate planning behind designing memorable brand activations.

Colour that speaks to your audience

Start by examining your client’s brand guidelines, focusing on the colour palette. The colours you choose need to resonate with the customer while clearly identifying the brand.

Use a gradient and add texture through various shades to evoke the right emotions and strengthen brand recognition. At D PLUS D Events, we ensure every hue we use contributes to a cohesive and impactful visual identity.

Touch that engages beyond sight

Go beyond visual elements by encouraging attendees to engage their sense of touch. Incorporate textures and materials related to the product to create a deeper sensory connection.

For example, if you’re launching a new skincare product, use materials that mimic the product’s texture to enhance the tactile experience. Our innovative design philosophy ensures every touchpoint delivers a rich and engaging experience.

Create an experimental adventure

Deliver an experience that embodies the brand’s message. Achieve this through thoughtful details such as dressing the waitstaff to reflect the brand’s world, or using audiovisual technology to bring the experience to life.

If two brands are merging, subtly illustrate this by creating intersecting light beams that represent their mission statements. At D PLUS D Events, we create immersive adventures that excite and engage guests, bringing the brand to life in ways that are imaginative and impactful.

Building a strong framework

Establish a clear framework by defining the theme, message, audience and mission of the event. Whether you’re planning a dinner for 20 beauty influencers to launch a new product, or a large-scale public event, understanding these elements will guide your design process.

Consider the location, logistics, budget and client objectives to ensure the activation meets all expectations and guarantees every detail aligns with your vision.

Designing a memorable brand activation is an artform.

Pursuing purposeful design

Ensure every design detail serves a purpose, contributing to the overarching narrative of the brand activation. It’s not just about creating a visually appealing setup – it’s about introducing a product lifestyle message and inspiring attendees.

By exploring artistic details and thoughtful touches, you can achieve the impactful results your client requires that resonate long after the event ends.

The creative process

Designing a memorable brand activation is an artform. Watching your guests’ reactions can be incredibly rewarding as it reflects the success of your creative process.

From the moment guests receive their invites to the grand reveal at the event, plan every detail meticulously to tell a cohesive story.

Use subtle messages in the foyer and impactful reveals to ensure the brand’s narrative resonates throughout the event.

Hearing comments such as, “This takes me back to when I was 20, sitting at the record bar,” is testament to the power of a well-executed brand activation. These moments of connection and nostalgia demonstrate you’ve achieved your goal, creating an immersive experience that leaves a lasting impression.

Pulling it all together

Designing brand activations is a blend of creativity, strategy and meticulous planning. Craft an experience that engages all the senses and tells a compelling story, ensuring attendees leave with a positive, memorable impression of the brand.

This artform not only inspires, but drives impactful results, fulfilling your client’s vision and creating a meaningful connection with the audience.

By focusing on colour, touch, experimental adventures, a strong framework and purposeful design, you can transform any brand concept into a memorable activation that resonates with attendees and achieves desired outcomes.

Events Uncovered presented by Spice returns for its ninth year and is being held at Museum of Contemporary Art Australia, in Sydney, and will feature a free Showcase and ticketed Knowledge Sessions featuring the events industry’s innovators and thought leaders.

To purchase tickets and for more information, visit


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