«It always seems impossible,
until it’s done»
Creating events is one of the greatest challenges for a communication designer, but also one of the most exciting.
It requires countless skills, both creative and organizational. Managing an event is a powerful blend of creative and technical competencies, both essential for the delivery of any live experience.
In order to design the "look and feel" of every event, the designer needs a high level of creativity, but also to come up with intelligent solutions to eventual problems.
Designing and producing events requires a lot of hard work: dealing with stringent budgeting and negotiating, and keeping an eye for every detail involved. Managing an event means to be prepared for constant change with energy and passion: each event will be different and will create unique challenges.
Planning an event needs superior organization, flexibility and the ability to do the right thing at the right time. It's also necessary to be a tech-savvy and a creative researcher, ready to constantly plan and rehearsal.
And most of all, it's crucial to be able to inspire, relate to and communicate with anyone: great interpersonal and leadership skills are essential to work with a team and manage a staff. And, of course, you have to be prepared to a lot of multitasking.
But in the end, the reward will come: you will see all the hard work taking form on the day of the event, and you will hear some immediate positive feedback from those involved.
The workflow of an event is flexible, always changing, adapting and re-configuring to new requests and needs, because it requires managing overlapping and unexpected duties within strict deadlines.
Every time I start to design an event, I keep clear in my mind the entire set of tasks I will find myself to handle, and I use it as a planning kit.
1) First step: I study the brand and the client's brief and understand the objectives, in order to identify the target, and design the concept;
2) then it is time to handle the venue selection process, assuring it follows client's requests and it provides the necessary equipment for the event;
3) update budgets and timelines during the entire project flow
4) be an artistic consultant and advisor, choosing the right music and artistic feeling for the party, and searching and scouting event guests
5) manage suppliers, guests, influencers, artists, performers and musicians needed, handle royalty fees, contracts and negotiations, build effective working relationships and interact with all levels of individuals involved, always while taking account of client's requests;
6) the event should always be advertised through both online and offline communication outputs, arranging proper on-site setup, creating printed materials, invitations, emails, and social media content to broadcast before, while and after the event;
6) before the launch, it is important to be prepared to orchestrate all the technical details, planning and coordinating logistics, managing vendors, ensuring proper setup and productions as established by the client and keeping in mind all the possible risks and critical aspects;
7) finally, when the day of the event arrives, it is time to handle the event execution on site, supervising the staff and being ready to response to unexpected issues.