A full-cycle offline event
Trader's Day
Offline meet-ups for traders in Latin America. Everything from the poster and the mascot through to the speakers’ decks, the merch and the build on site.
- Event design
- Presentations
What it was
A run of offline meet-ups for traders in Latin America. Speakers up on stage, stands and handouts out in the room.
The whole thing was mine. The poster, the mascot, the speakers’ decks, the merch, the collateral on site. Not one task, but everything you can see at the event and around it.
Three versions of the poster
The event poster got remade three times, and every time something outside forced it. None of those rebuilds happened on a whim.
The first was rejected: 'it looks unserious'. Too colourful, nobody will come. The objection sounded like taste but was about trust: people decide whether to travel to a meet-up by whether it looks serious.
The second was built on settled branding. By then the ecosystem's visual language had stopped swinging, and the poster had something to stand on.
The third came from the CEO: 'people can’t tell which country this is in'. Flags went into the background. The event travels between cities, and someone scrolling has to see in a second whether it is their city.
Mascots
Every event got a mascot of its own. The colour and the character changed each time, while the mark, the typography and the styling stayed put.
That way the series stays recognisable without repeating itself. Anyone who saw the last announcement spots the format straight away, and the new event still doesn’t look like a reprint of the old one.
Event merch
Merch made for the event on top of the standing NEOMAAA line: apparel, handouts, on-site collateral, press walls.
From here on it’s a production pack. The sheets carry dimensions, because they go straight to print and to the build crew, and a wrong size costs money and days.
The speakers' decks
Pull back and you can see how many of them piled up across all the events.
Three before and after examples
Every speaker sent their own deck. Almost always in a state you couldn’t put on a stage.
Rebuilding a talk out of somebody else’s material and getting it to speak the event’s language is a job of its own, and one the programme never mentions. Three cases that came up constantly.
Only text was sent. Translation, choosing a subject for the illustration, the slide built from nothing.
The person had already attempted design. Assembled in Canva as far as their eye allowed, stock watermarks included.
Everything at once on one slide. Certificates, expensive jewellery, past employers, sums earned. We took the description, added a short interview and made a readable slide, and the achievements moved later into the deck and were handled with restraint.
The slides
Every talk got brought into one visual language: shared grid, shared typography, the same handling of photography and backgrounds, with each speaker’s own content inside.
How it looked
Shot at three of the events: the stage, the stands, the handouts, the people.
Everything above made it into these rooms. The poster became a billboard, the mascot a banner, the press wall an actual structure, and the deck the thing standing behind the speaker.
