Shine on at INBOUND 2021
Creative Strategy, Ideation, Writing, Creative Oversight, Business Development for POP
HubSpot provides inbound marketing solutions designed to attract customers through creative, compelling, and effective content and tailored experiences. INBOUND is HubSpot’s annual event, traditionally held in Boston. As conference organizers the world over scrambled to take physical events and translate them into digital experiences, HubSpot was looking for a creative partner to brand INBOUND 2021 and plan for both in-person and remote eventualities. Our Shine On concept proposal was designed to gather attendees around a common theme: light.
A symbol of optimism and hope in dark times, light is capable of transforming physical spaces—and in the form of pixels, light became the primary means of connection in 2020. As the world adjusted to the realities of social distancing, we crafted an event brand that builds upon HubSpot’s mission to enable people and businesses to Grow Better.
By attending the conference, whether in person on online, guests enter a vibrant, living space. At registration, each guest is assigned a unique hex value to identify them throughout the event. Their hex value will be enriched by the people they meet and sessions they attend as the conference unfolds, morphing into a unique gradient symbolic of their Shine On experience.
LEFT: In-person attendees receive an LED bracelet, which lights up inside with their hex value. The light evolves into a gradient, based who they meet and what sessions they attend. RIGHT: Conference swag is color coded and custom printed to reflect each guest’s personal experience.
LEFT, TOP RIGHT: To connect guests in person and at home, a “Networking Roulette” booth matches attendees, prompting them to chat and network like at traditional events. LOWER RIGHT: For those at home, Philips hue bulbs shine a light on the physical event experience.
Each day, guests receive a data reflection, showing where they are in the INBOUND journey, and making smart suggestions that maximize their conference experience.
Ride share cars light the way to conference events as guests shuttle around Boston.
To thank the people of Boston for hosting INBOUND 2021, the bridges over the Charles River shine with color gradients, gently flowing in the direction of the street traffic.