Canadian Space Conference 2024
03Social media strategy and branding
Canadian Space Conference, an event designed to bridge the gap between students, researchers, and industry professionals in the space sector. Almost a 6 month long project where we worked on creating a visual identity, promotional material, a website and we monitored engagement throughout the project. This case study focuses on the ideation and execution process for the visual identity.
PRINT / VISUAL DESIGN / SOCIAL MEDIA MANAGEMENT
Tools: Adobe Photoshop / Adobe Illustrator / Figma
The Objective
To increase awareness and drive ticket sales for the Canadian Space Conference, while engaging with potential attendees and building excitement around the event.
Target Audience
Space enthusiasts and professionals
Students and academics in space-related fields
Industry sponsors and stakeholders
General public with an interest in space exploration
As a space enthusiast, I was thrilled to contribute as the visual designer for a conference dedicated to exploring Space. Our project began with defining the theme, "Life Among the Stars," which inspired keywords such as astronaut, starburst, comets, and nebulae. My role involved creating a logo that encapsulated these elements.
I began by researching logos from various space agencies to guide my design process. I developed several illustrated concepts, experimenting with different shapes and typography placements. To ensure the design was cohesive with the theme, I drew inspiration from a range of color references. After a collaborative review, we selected the logo that best represented the theme and resonated with the overall vision of the conference.
The final logo design features an astronaut gazing up at comets, with a maple leaf incorporated to symbolize Canada. To accommodate printing requirements and budget constraints, I selected a palette of three colors. The logo will be positioned in the bottom right or left corner, depending on the layout. For digital applications, the emblem can be separated from the main shape and used as a standalone design element within the composition.
To enhance engagement for the space conference, the social media strategy focused exclusively on digital platforms. We categorized our content into key areas such as: announcements, launches, and fun team-related updates. By posting daily and boosting selected content weekly, we targeted space communities to maximize reach. Each post featured custom illustrations, integrated into the design to capture attention and resonate with our audience.
I designed a series of posters to announce and promote the event to students and enthusiasts. These posters were bulk-printed and displayed across universities, libraries, and schools. In addition to providing key event information, the posters included sign-up options and details on how to get involved, effectively encouraging participation and engagement.
I led the revamp of the Canadian Space Conference website, focusing on several key features: ticket sales, sponsor acquisition, accommodation and location information and the history of SEDs. The redesigned site not only streamlined the user experience but also resulted in a 30% increase in ticket sales compared to the previous year. Additionally, it facilitated successful sponsor engagement and provided clear, accessible information, enhancing overall efficiency and user satisfaction.
Project Outcomes
The social media campaign saw a significant boost in traffic and engagement from last year, leading to a broader reach and heightened awareness of the Canadian Space Conference.
The marketing materials contributed to a stronger brand presence both online and offline, elevating the conference's profile within the space industry.
Sales exceeded expectations in the first month, successfully driving conversions and engaging potential attendees.
The increased visibility and engagement likely contributed to higher ticket sales and overall attendance at the conference.