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Designing for events: The hidden craft behind seamless experiences
When guests walk into an event, everything should feel effortless. The table numbers are in place, the signage is clear, the sponsor logos shine from the screens, and the graphics flow seamlessly within presentations.
But behind that smooth experience lies weeks, often months, of creative planning, technical design and project management that few people ever see or hear about.
We understand the events world and the unique creative requirements need to support event planners. Our team has designed everything from delegate packs and sponsor brochures to stage backdrops, video stings, and even the trophies handed out at the end of the night. And if there’s one truth we’ve learned, it’s this…designing for events is more of a craft than most people ever imagine.
Event design is more than just pretty artwork
Creating materials for events is not simply a matter of making things look good. Every item has to function in a highly-visible live setting. Table plans must be legible at a glance, even under dim lighting. Signage needs to guide hundreds of delegates quickly through busy venues. Screen presentations need to balance branding and event theming with clarity, ensuring the message isn’t lost at the back of the room.
Even the smallest details demand scrutiny. A sponsor pack must be persuasive and polished as it represents a brand in front of a corporate audience. A certificate must feel weighty enough to mark the achievement. A video sting must be timed to the second, cued perfectly with lighting and the right audio selection to match the content. Each element is a cog in the machine, and if one slips, the whole event risks feeling disjointed.
What people rarely notice is the sheer orchestration behind the design visuals. An event organiser or events business might call for dozens of different assets, all produced in parallel and on unforgiving deadlines. Edits need to be made consistently across all versions of collateral and accuracy is key. While the AV team waits on final screen graphics, printers need confirmed artwork for delegate packs or banners, often days or weeks ahead of the event. Signage fabricators are asking for measurements, while trophy suppliers want the final list of names for engraving artwork.
Our designers are not just designers, they’re multitaskers, proof-checkers, trouble-shooters and timekeepers. They manage workflows, keep track of production suppliers, and anticipate last-minute changes (because there are always last-minute changes). It’s high-pressured, but when it all comes together, the effect is magical!
Events are back, and busier than ever
After the disruption of COVID, live events have made a spectacular return. The UK events industry is now worth over £61 billion a year, with exhibitions, conferences and awards ceremonies reporting record attendance. In 2023, UK business events alone generated nearly £11 billion, a 17% jump on the previous year. Audiences are hungry for face-to-face connection, and brands are investing heavily in experiences that feel memorable.
That surge in demand means the design work behind events has never been more important, or more complex. In-person gatherings rely on tangible, physical materials just as much as digital ones. Getting that right is what turns an ordinary event into a seamless, professional experience.
Our approach to craft, collaboration and consistency
At Pillory Barn, we approach event design as a blend of creativity, orchestration and most importantly, collaboration.
We start with the theme: what is the event meant to say, and how should people feel as they move through it? From there, we translate that into design collateral that connects it all together, from the lanyard around a delegate’s neck to the final video sting that brings the evening to a close.
Consistency is key. A brand’s identity must carry across printed table cards, digital sponsor decks, email invitations and the main stage screen. That consistency builds trust, and it’s something we guard fiercely.
Collaboration is equally vital. We work closely with large events businesses, AV teams, printers, venues and event organisers to ensure every design element lands at the right moment, in the right format.
Designing for events is both exhilarating and exhausting at the same time – but we love it! It’s a world of deadlines, details, and dozens of moving parts, all converging in one moment when the doors open and guests walk in. Done well, it looks effortless, but only because of the craft and coordination behind the scenes.
As events surge in popularity, investing in thoughtful, expert design is no longer a luxury. It’s the difference between an event that feels ordinary and one that feels extraordinary. And at PB, we’re proud to be the team that helps make those moments unforgettable.
