Project

Affinity Campfire

about the project

Campfire, Affinity's inaugural user conference, brings together 300+ dealmakers to build relationships, gain insights, and learn best practices.

‍See live site →

THE brief

Campfire aims to create a premier, community-driven experience where smart individuals can share stories and strategies for successful deal-making. The event will reflect the brand voice by offering insightful content, showcasing our authority in relationship-driven deal marketing, and maintaining a human touch. Networking, relationship building, and storytelling will be central, with outdoor and group activities emphasizing client participation.

the result

For the design direction, we opted for a vibrant and fresh aesthetic that evokes a sense of nostalgia and togetherness. Taking inspiration from vintage national parks posters, we aimed to create a visually captivating and engaging visual identity for the event. By incorporating elements that resonate with the feelings of nostalgia and a shared experience, we sought to create a design that not only grabs attention but also fosters a sense of unity and excitement among attendees.

scope of work

creative direction

identity design system

web design

branding

The creative process

In the initial stages, we developed a series of moodboards to effectively manage the colors and establish a structured framework for each business unit. These moodboards aimed to strike a balance between cohesion and differentiation, ensuring that each unit maintains its unique identity while aligning with the overarching brand. By visualizing and conceptualizing these ideas, we laid the groundwork for a harmonious color scheme that fosters unity and clarity across all business units.

The design system

Given the limited timeframe, creating a comprehensive style guide is crucial for efficient development of other marketing assets. This concise style guide serves as a reference to expedite the process, ensuring consistent branding across various materials. It provides guidelines on visual elements, typography, color palettes, and other key design components, enabling the swift creation of cohesive and visually appealing marketing assets that align with the overall brand identity.

The Logo mark

To create an elegant and visually cohesive logo mark, we combined elements of a navigation marker, a tent, and a flame using a single line stroke. This unique design approach allows for a streamlined and sophisticated representation of the brand, while still conveying the essence of exploration, outdoor adventure, and warmth. The resulting

Illustration style

Taking inspiration from vintage national parks posters, we have adopted a simplistic illustration style that evokes a nostalgic emotion. This deliberate design choice allows us to tap into the sentiment of nostalgia and create a visual aesthetic that resonates with our target audience. By employing minimalistic illustrations, we capture the essence of the past while maintaining a contemporary appeal. This style not only adds a touch of nostalgia but also contributes to the overall coherence and consistency of the branding, enhancing the emotional connection with our audience.

The moodboard

The landing page

The campfire landing page plays a pivotal role as it serves as the registration platform for the conference. We ensured a seamless brand integration by carrying over the campfire branding elements, while also incorporating minor animations to delight users. By employing rounded corners in the design, we aimed to create an inviting and friendly atmosphere for visitors.

Campfire Magazine

As an integral component of Campfire, we plan to publish a magazine that will serve as a valuable print collateral for attendees to take home. To establish a cohesive brand identity for the magazine associated with Campfire, the name "Embers" was conceived. This name captures the essence of the campfire theme and serves as a unifying element for the magazine's branding. By adopting this name, the magazine gains a distinct and memorable identity, evoking the warmth, storytelling, and togetherness often associated with gathering around a campfire. The branding of "Embers" creates a seamless connection to the event while providing a unique and recognizable presence for the magazine itself.

Campfire Europe

Due to the resounding success of the Campfire branding, we have extended it to future conferences in Europe, including Campfire London and Campfire Berlin. This strategic decision enables us to maintain a consistent and recognizable identity, capitalizing on the positive associations and reputation generated by the original Campfire event. Adapting the branding to the European context, we have refined it to create an exclusive and intimate atmosphere for these smaller events. The tweaked branding conveys a sense of exclusivity, fostering meaningful connections and focused discussions. By tailoring the branding to suit the local context and emphasizing the exclusive nature of these events, we aim to generate intrigue and create a compelling experience for attendees in London and Berlin.