The Lead
The Lead is a media and events brand that brings together the best in direct-to-consumer. They host events throughout the year honoring the top innovators in fashion and retail. The Lead Innovation Summit is their hero event bringing in over 2,500 attendees in the brand-to-consumer space.As The Lead Digital and Creative Designer, I have had the opportunity to create NASDAQ ads, social graphics, newsletters, marketing campaigns, sales decks, print media, and more. Creative Direction
Brand Design
Website Design (UX &UI)
Print Media
Iconography
Photo Retouching
Social Media Campaigns
The Lead Innovation Summit
July 2023
Print & Digital Graphics | UX Design | UI Design | Sales Collateral | Infographics | Marketing Assets | Brand Design & Execution
Over 2,500 people came to The Lead Innovation Summit.
In collaboration with the Operation Director, we printed over 400 uniquely designed signs, stage backdrops, booths, badges, and agendas in a timely fashion, while staying within budget and following company branding guidelines.
Social Media Marketing
While strategizing for The Lead Innovation Summit marketing campaign, I was asked to create a large assortment of assets for LinkedIn. The Marketing Director and I looked at our main objectives, necessary CTA’s, and how best to illustrate any differences we needed to highlight.
Brief
Create eye-catching LinkedIn assets that would incite commenting and sharing.
Competitive Audit
We looked at the desired call to action we had and noted how Shoptalk, eTail, and Grow NYC promoted their speakers, sessions, and smaller events. Are there celebration graphics and animations? Are the speakers self-promoting? Who is sharing and where is it linking too?
CTA
The main call to action was to register. The post linked back to our summit home page, and the graphic was meant to incite interest and help prompt you to our Summit Site, where we dove into more sales points and got you to register.
Share-ability / Network Reach
Are we able to tag speakers and companies?
Does this catch someone’s eye while scrolling Linkedin? Would someone want to share this with their own network?
Where We Landed:
Ultimately, we felt having brighter colors on dark backgrounds helped decipher the promotion from your LinkedIn feed. Competitors frequently used lightly animated images to catch viewers’ attention.
For a more FOMO-oriented and reactive response, we used gifs and pop effects to draw in registrants.
This design felt clean, concise, and clear. It stayed within brand guidelines without looking too young and cartooned, but still exciting.
Sales Collateral
In collaboration between the sales and operation teams, I was tasked to create decks, one-pagers, and mock-ups. All assets had to be representative of actual event capabilities, and brand values.
Brief:
The Lead Sales Team prepares months in advance, talking with sponsors, and preparing offerings. Once we have unique spaces, I create dynamic layouts in line with the sponsor’s requests or desires. Operations ensure the spaces are drawn to semi-scale and pick furniture to curate the scene.
Sales Decks | Pitch Decks | Presentations | One-Pagers | Company Overview Packets
Brief
I was asked to create sales collateral showing The Lead’s growth trajectory and current sales availability.
For company privacy, the verbiage is hidden.
Decks are prepped for all events (6 events yearly), one-pagers are made for special occasions, and there are 3 company overview packets. Collateral is made in Google Slides and Illustrator depending on sharing needs.
The Lead releases three notable lists each year. This past April, I was tasked to create a NASDAQ Ad within a 36-hour timeline on PowerPoint (yes, that’s what the NASDAQ team asked for).
With over 450 animations, I created a video-like Ad that successfully aired 2 days after the initial ask.
The Lead
March 2023 - Present
The Leading 100, The Direct 60, and The Foremost 50 all fall under The Lead umbrella. Each List has its own color palette, logo, and brand guidelines.
All lists have content created from them. Below are infographics that pair back to The Direct 60 Insights. In collaboration with the Chief Content Officer, I help create visuals for her findings and push it out to The Leads following via email, socials, and website.
This year’s Direct 60 List was highly dynamic. We prioritized share-ability and search-ability.
