Art Direction : I.W. Harper

Project Overview: Art Direction for I.W. Harper Event

I served as Art Director for a team of six, leading the creative direction for all event design elements from concept to execution. With the goal of accelerating I.W. Harper's brand growth, we crafted an immersive experience that seamlessly integrated the brand into curated moments, emphasizing travel, fashion, and culture.

• Art Director - Experience Design | 3 months
• Services: Art Direction | Brand Strategy | Experiential Design | Deck Design
• Industry: Spirits / Liquor

Key Responsibilities:

• Creative Leadership: Directed the full creative process, ensuring cohesion across all design elements and guiding a multi-disciplinary team.
• Deck Design & Management: Developed and managed comprehensive pitch decks that communicated the creative vision, ensuring stakeholder alignment throughout the project lifecycle.
• Visual Storytelling & Imagery Sourcing: Curated on-brand imagery and created a compelling visual narrative that resonated with the event’s theme.
• Activation Ideation: Spearheaded ideation sessions for unique brand activations, creating experiential touchpoints that organically integrated the product.
• Floor Plans & Spatial Design: Designed floor plans that optimized event flow and maximized guest engagement with key brand elements.
• Creative Lead for Execution: Oversaw the on-site execution, ensuring that the creative vision was maintained while managing real-time problem-solving.

Goals:

• Accelerate Brand Growth: Position I.W. Harper as a lifestyle brand that aligns with travel, fashion, and culture, reinforcing its appeal to a target audience that values premium experiences.
• Enhance Product Visibility: Ensure that the product is organically integrated into the event through experiential touchpoints, driving brand recognition and loyalty.
• Boost Attendee Engagement: Create immersive and interactive elements that foster deeper connections between attendees and the brand, driving engagement both during and after the event.
• Increase Brand Affinity: Build positive associations with I.W. Harper by curating a memorable, high-quality event experience that resonates emotionally with attendees.
• Generate Shareable Moments: Craft visually striking and culturally relevant activations that encourage social sharing, extending the event’s impact beyond the venue.

Contraints:

1. Budget Limitations: Adhering to a defined budget while ensuring high-quality design, execution, and guest experience.
2. Venue Restrictions: Working within the spatial limitations and regulations of the chosen venue, including layout restrictions, guest capacity, and technical setups.
3. Brand Guidelines: Maintaining strict adherence to I.W. Harper’s existing brand guidelines while introducing fresh, creative elements that align with the overall vision.
4. Time Constraints: Delivering all event designs and activations within a tight timeline, ensuring a smooth execution without compromising on quality.
5. Logistical Coordination: Managing the coordination between various teams (design, production, operations) to ensure all elements are aligned and executed seamlessly on the day of the event.

Outcomes:

• Increased Attendee Satisfaction: Spearheaded design deliverables for I.W. Harper Bourbon, leveraging key insights to deliver impactful event experiences, resulting in a 40% increase in attendee satisfaction.
• Boosted Engagement Metrics: Achieved a 30% increase in event engagement metrics, with guests interacting more deeply with brand activations and storytelling elements.
• Enhanced Brand Visibility: The event was praised for its seamless integration of product and brand story, significantly increasing I.W. Harper’s visibility in key markets.