Events Events Conference Branding at The Mermaid London

Delivering a successful industry conference requires more than just gathering people in a venue. It involves strategic planning, thoughtful design, and a branded environment that guides attendees and maximises engagement. For Events Events, run by GCN Network, the goal was clear: create a memorable experience for event professionals, venues, and suppliers while showcasing their sponsors and highlighting industry trends.

Working closely with GCN, we had the opportunity to implement high-impact branding across one of their key venues, The Mermaid London, leveraging versatile designs and reusable elements to ensure both visual impact and cost-effectiveness.

What Was the Brief for the Events Events Conference Branding?

GCN approached the project seeking event branding solutions that would enhance attendee experience while highlighting their key sponsors, including industry leaders like Headbox. With multiple areas within The Mermaid London, each serving a different purpose, the brief called for a cohesive branding strategy that would engage visitors and provide clear wayfinding.

Defining Event Objectives

The main goals were to:

• Create a strong visual impact from the moment attendees arrived.
• Showcase the event’s sponsors effectively.
• Provide clear directional signage across the venue.
• Introduce reusable branding elements for future events.
• Reflect the professional and innovative nature of the event industry.
• By understanding the attendee journey, we recommended branding elements that enhanced the experience without creating clutter.

How Was the Welcome Area Made Memorable?

First impressions matter, especially at conferences where networking and inspiration are central. The registration and entrance areas were identified as key spaces to immediately engage attendees.

Installing a Branded Archway

A standout feature of the event was the branded archway, introduced in 2019 and refined for this edition. This versatile and cost-effective system consists of a metal frame and a double-sided printed fabric sock. The archway allowed GCN to display both welcome and goodbye messages, instantly creating a “wow factor” and setting the tone for the event.

This installation also showcased sponsor logos prominently, giving visibility to the companies that made the conference possible. Attendees were greeted with a professional, visually striking entry that reinforced the event’s prestige.

How Were Sponsors Highlighted Throughout the Venue?

With major sponsors supporting the event, it was essential to integrate their branding seamlessly into the overall design.

Using 3D Polystyrene Letters

We produced large 3D polystyrene letters featuring the event hashtag, a reusable element for future conferences. These letters not only added a sculptural and interactive element to the space but also reinforced social media engagement, encouraging attendees to post photos and share the event online.

Pillar Graphics and Podium Branding

Printed pillar graphics and podium branding ensured sponsor visibility across high-traffic areas. These installations were strategically placed to capture attention during presentations and networking sessions, giving sponsors exposure without overwhelming attendees.

How Was Navigation and Wayfinding Enhanced?

Large venues like The Mermaid London require clear directional signage to guide attendees efficiently between sessions, networking areas, and breakout rooms.

Hanging Banners and Floor Graphics

We installed hanging banners and floor graphics to direct traffic and highlight key areas. Additionally, wayfinding display boards and printed signs helped attendees quickly identify where sessions were taking place. This approach minimised confusion and allowed guests to focus on networking and learning.

Step and Repeat Printed Backdrop

To further reinforce branding and create photo opportunities, a step and repeat printed backdrop was used as a wall covering. This feature encouraged attendees to take photos while subtly integrating sponsor logos and the event hashtag. It served as both a functional branding tool and a social media amplifier.

How Did Flexible Design Elements Add Value?

One of the strengths of our approach was the use of versatile and reusable designs that could be adapted for future events.

Branded Archway and Fabric Systems

The archway system, combined with printed fabric graphics, was an example of flexibility and cost-efficiency. The fabric sock is double-sided and easily updated for different messaging, allowing GCN to refresh the design for upcoming conferences without replacing the frame.

Hanging Signs and Podium Graphics

Other elements, like hanging signs and podium graphics, were designed to be reusable and easy to install. This ensured that each conference could retain a high level of visual impact while reducing long-term production costs.

How Was the Attendee Experience Optimised?

Every element of the event branding was designed with the attendee in mind, from arrival to departure.

Creating Engaging Spaces

Branded areas were positioned strategically to maximise engagement. High-impact installations such as the 3D letters and archway provided photo opportunities and encouraged interaction. Wayfinding elements ensured smooth flow between sessions, reducing friction and keeping attendees engaged throughout the day.

Highlighting Industry Trends

GCN prides itself on being at the forefront of event industry trends. Our designs reinforced this by showcasing sponsors, creating immersive spaces, and using innovative branding solutions that attendees could draw inspiration from. This approach helped position the event as a source of knowledge and innovation.

What Additional Branding Elements Were Used?

Beyond large-scale installations, smaller branded touchpoints were integrated throughout the venue to maintain consistency.

Printed Pillar Graphics and Floor Decals

These elements reinforced brand messaging and provided subtle reminders of sponsors. Floor decals guided attendees to key areas, while pillar graphics added vertical impact in open spaces.

Step and Repeat Backdrop

Serving as both a visual anchor and social media tool, the step and repeat backdrop integrated sponsor logos and the event hashtag. Attendees were naturally encouraged to take photos, creating organic promotional content online.

Podium Branding

Podium graphics provided an additional layer of brand exposure during presentations, ensuring that every photo and video shared from the event featured sponsor recognition.

What Were the Key Outcomes of the Event Branding?

The comprehensive approach to event branding delivered high impact across all touchpoints while maintaining flexibility and cost-effectiveness.

Delivering Engagement and Visibility

From the branded archway to podium graphics, each element contributed to a cohesive attendee journey. Sponsors received prominent exposure, attendees enjoyed clear navigation and visually stimulating spaces, and the event hashtag was reinforced throughout the venue.

Reusable, Cost-Effective Solutions

By integrating reusable elements like 3D letters, fabric systems, and hanging banners, GCN benefited from cost savings for future events without compromising on impact.

Strengthening the Event Experience

Attendees left with a clear sense of the event’s identity and professionalism. The design elements encouraged interaction, supported networking, and highlighted both GCN and their sponsors as leaders in the event industry. See the full Events Events Project Gallery for examples of our work at the conference.

Making Every Corner Count in Event Branding

This project highlighted the importance of strategic event branding. By understanding attendee flow, identifying high-impact areas, and using flexible, reusable designs, we created an immersive environment that supported engagement, visibility, and social media sharing.

At Hyper Creative, we believe effective event branding is about creating experiences that guide attendees, celebrate sponsors, and leave a lasting impression. Events Events at The Mermaid London demonstrated how our Event Branding solutions can turn a conference into a visually cohesive and highly engaging experience.

Frequently Asked Questions for Events Events

How can event branding enhance social media engagement?

Strategically placed branded elements, such as 3D letters and step and repeat backdrops, encourage attendees to take photos and share online, boosting event visibility and organic promotion.

Why is reusability important in conference branding?

Reusable branding elements like fabric archways, hanging signs, and podium graphics reduce production costs, allow for easy updates, and maintain a consistent identity across multiple events.

How do branded spaces influence networking and attendee interaction?

High-impact installations create natural gathering points, encourage conversation, and help attendees identify key areas, enhancing the overall networking and learning experience.

What role do sponsors play in event design strategy?

Sponsors can be seamlessly integrated into venue branding through graphics, signage, and photo opportunities, giving them visibility while complementing the event’s aesthetic and messaging.