Event: FTB Arena / 8-Week Initiative

THE NEED
College of the Mainland’s, original community-based event established in 2023, Flock the Block, was being planned for its 2nd annual edition for spring 2024. The goal: bigger and better including opportunities for visitors to learn more about the college and the new 8-week semesters. A basketball zone within the event was ideated and needed naming, design the event space footprint, and develop engaging co-branding of the event space and 8-week initiative.

MY APPROACH
I participated in marketing team discussions to come up with the name of the space, FTB Arena (FTB short for Flock the Block). This arena area within Flock the Block was designed as a fun college info area with opportunities to win prizes and learn about enrolling in 8-week classes. After the team planned out what was needed in the space, I hand drew a sketch of what I imagined the space might look like. We had a few variations and needs were adjusted before the team settled on something everyone liked. I contributed to discussions about materials, setup, fencing, prizes, logistics, the arena footprint location and scale within the event space and more. My approach to branding would convey a polished but edgy basketball logo appearance evoking a sense of serious get your game-on engagement overlaid onto a funky background expressing a fun street vibe to spark interest. Other graphics and promo items were also developed.

THE RESULT
The FTB arena was deemed a huge success determined by KPIs of turnout, engagement and long lines for participation.

Branding of the 8-week initiatives, including FTB Arena graphics, went on to win a Silver Award in the 2024 NCMPR Medallion Marketing Awards.

MY ROLE
Design strategy, brand identity, naming, typography, event design and planning, graphic design and layout, signage, project management, vendor management, event logistics support