I had the pleasure to work with Tight-Knit Syria and Emerston Group to launch the “But Syria-ously” event.
This unique experience connects Torontonians with Syrian culture through food, fashion, and film.
We started off by defining the greater goal of the event through a situation analysis.
Next, we went through a organized brainstorm together to set the creative direction of the event. In our collaborative process, we outlined the target audiences as well as the objectives and goals of the event:
- Counter the way media represents Syrian refugees.
- Educate people about Syrian culture.
- Help people accept others.
- Get people involved.
- Get people excited about Tight-Knit Syria (TKS).
- Provide networking opportunities.
I produced a list of suggested deliverables to focus on to create a well-rounded event. These included: an event poster, digital banners, personalized tickets and invites for designated few, basic marketing strategy and a day-of-materials (such as retractable banner stand, chalkboard, nametags, wayfinding and area signs).
We agreed to proceed with a good range of visuals and I kicked off the creative process by diving into the art direction and creating a brand identity. The visuals were designed to showcase the strategy reinforced by the core principles: inclusivity, empowerment, creativity, human connection, traditions.
The union of Canada and Syria's two national symbols was the direction chosen to go with the main communication.
A hybridized title treatment, juxtaposing the new / unknown to the ordinary was created.
Note that all options use a human, warm, fun, curious and energy-filled colour palettes.
A marketing plan was put in place, covering the following aspects:
- situation analysis
- target audiences
- objectives and goals
- content's voice (values and tone)
- strategies and tactics (including a schedule)
- social media content ideas (including a schedule)
Lastly, social media content options were selected and I created graphic templates for the client to use. This ensured all event communications set a consistent tone through their visual language.