Custom Event Brand & Invitations
The custom event brand was designed to feel classic, modern, and futuristic all at once, giving a distinct nod to the legacy "Celebrate 20" brand while introducing a bold black to Vermilion's signature palette of white, red, and grey. A central and playful feature of the identity was a stylized world map, which used location icons to visually showcase the company's international footprint across its nine operating countries: Canada, the USA, France, the Netherlands, Germany, Ireland, Croatia, Hungary, and Australia.
This multipurpose and interactive design was intentionally versatile, translating seamlessly from all digital assets to a key printed postcard with a QR code, and was ultimately incorporated into all on-site signage to create a cohesive event experience.
This multipurpose design was strategically rolled out across the event timeline, beginning with a digital save the date sent exactly one year out. This was followed six months prior by a full digital invitation, which included a hype video and a link to the custom registration site. Simultaneously, a high-impact printed postcard was mailed, featuring the map graphic with custom raised ink and a metallic red finish to drive guests to the site via a QR code.
The registration site itself extended the brand experience, featuring a countdown clock and venue maps, while branded reminder emails provided crucial directions to the new building as the event neared.
On-site, the design was incorporated into all signage as well as the dance floor, DJ surround and podium, creating a cohesive guest experience that now lives on permanently, as the map graphic was later revamped into a large-scale wall art installation in the Vermilion Calgary office.
The Design
With the brand new building [and a large one at that] we stationed strategic signage and event staff guiding guests from all entry points to the ballroom on the top floor. The ballroom foyer housed the coatcheck and iPad check in where they got their branded metal name tags [a fan favourite from their 20th anniversary carried forward].
From there guests stepped onto event branded step and repeat [another favourite from the 20th!] and followed the red carpet into a 30ft long 9ft wide custom entry tunnel into the ballroom. A trio of tiered truss structures housed red pixel lighting and plexi panels that represented all of the countries, while the carpet in this area featured the Vermilion logo. This experience was a great immersive transition of the bright lights of the foyer into the dramatic and fun atmosphere of the ballroom - and it created a great selfie station!
The ballroom was designed in a reception style sectioned into the nine countries fanned out from a V-shaped branded dance floor in front of the main stage. The stage design was simple yet impactful with a black drape backdrop V-shaped LED light stands and a dynamic lighting design.
Seating areas were designed around each country's flag colours identified by 30ft tented banners of their flags and names. Velvet rich sofas and chairs mixed with leather furniture and mixed metals created dynamic seating arrangements at different levels for guests to comfortably enjoy what each country had to offer.
The passed and food station menu was designed ensuring that each country was represented in an elevated but not ostentatious way. This culinary passport approach naturally had a strong French influence, with distinct items including classic patisserie, French cheeses, and Lobster Thermidor. Layered in were familiar but elevated dishes from Canada and the USA like Carved Alberta Beef and Southern Fried Chicken, while the nods to Germany, Hungary, Croatia, Australia, Ireland and the Netherlands were more subtle. Each item was carefully selected not only for the country but also for the variety of dietary needs of the guests, and all signage clearly stated the country and allergens. The menu sparked conversation and offered guests an international tasting experience.
Entertainment | The Show
A custom playlist featured the modern top hits from each of the nine countries mixed throughout the evening - French rap, Croatian pop, Canadian icons - some obvious and some more abstract, but all a good time. Mixed live by a personable DJ at a custom DJ surround on the stage. [He even instigated a conga line during the band’s set with almost all of the guests!]
Set into the country lounges were two 8ft x 8ft satellite stages where two dueling dance numbers from four of the countries showcased each company individually battling and then finishing in a combined moment to represent how the company comes together. Up first, France and Canada battled it out with a can-can dancer and a B-boy [to represent Canada’s recent Olympic win]. Then Ireland took on the USA with a traditional Irish jig and a cape wielding, gun twirling, whip cracking cowboy. Costuming was key so the countries were easy to identify but not too cheesy. Custom mixed tracks enhanced the performances and got the crowd on their feet and their phones out!
For the CEO’s speech we created a one-of-a-kind call to action followed by a smooth transition to the band. As the lights dimmed a saxophonist on stage left began to play a smooth, electrifying riff filling the venue with a vibrant, edgy melody. As the music reached its peak, the CEO made a striking entrance, walking straight downstage to the podium. At the very end of the arrival, cryo-gun canisters are detonated, releasing a dramatic burst of fog that envelops the stage, highlighting the CEO’s presence and adding a final, thrilling flourish to the scene. As the CEO finished and moved into a group toast with the custom cocktail a cryo burst as the toast was raised signifying the end of his speech. The saxophonist plays again to walk the CEO off and then plays into the band’s first song.
The rest of the evening played out with two mega sets from the 10-piece band who had the dance floor busy all night, and of course came in their finest Vermilion red outfits! Between the band sets was a birthday cake-pop entertainment hit with a punchy song and cryo jet hits ignited an en-mass stream of servers with cake pop trays emerging from the smoke, across the dance floor and into the crowd as the official “happy birthday” to Vermilion.
