Spark is TrackMaven's annual single-day user conference. Each year, TrackMaven hosts a series of talks and discussions about the current state of digital marketing and future possibilities for digital marketing professionals.
I lead design efforts for all digital, print, and environmental materials, working with two junior designers. We sought brand inspiration from the Dante Alighieri quote "From a little spark may burst a flame". We wanted to convey that no idea is too small. Any creative thought has the potential to burst into something truly substantial and innovative. Throughout the design process, I combined geometric shapes in fun and unique ways to convey this message.
I opted for a single-page layout to give the user a seamless scrolling experience. I wanted to reduce their reliance on clicking/tapping, reserving that experience for only the essential calls to action and learning more about our speakers. We wanted our attendees to easily access the site during the day of the conference without worrying about constantly loading new pages.
Because I decided on creating a single-page layout, I had to be judicious about how much content was made immediately available to our users without overwhelming them. We used modal windows for users who wished to learn a little more about our speakers.
As the event-planning process unfolded, a challenge I encountered was adapting the design to the constant evolution of content. At the start, we had little content to work with, but still wanted to motivate people and get them excited. As we gradually approached the conference date, speakers signed up, some speakers dropped out, the agenda evolved, and our sponsor list grew. It was of the utmost importance that the site was designed in a way that information could be added and removed quickly and without significant disruption to the rest of the design. I found that designing content in blocks and always having a back-up plan for any given design scenario was crucial. Above, you can see some earlier versions of our agenda and speaker sections.
The program was a focal point of the physical materials. It doubled as a name badge and fit neatly into a pocket we attached to a lanyard. This saved us the time and cost of creating an entirely separate name badge. Because it remained on each attendee’s person throughout the day, they were able to conveniently reference the program when needed.
Spark 2015 was a complete success!
- Our hashtag #SPARK15 trended nationally 90 minutes into the conference.
- We hit our peak Twitter engagement for that week on the day of the conference.
- Our attendee count increased by 59% from the previous year’s conference.