The CMO Dinner Series: Game Changers Dinner is an exclusive gathering where top marketing leaders explore how brands can move beyond traditional sponsorships to create unforgettable fan experiences and maximize high-impact opportunities around the world’s most iconic sporting events.
CHALLENGE
Refresh the existing CMO Dinner Series branding to better reflect an intimate, oceanside culinary experience at the luxurious Eden Roc Miami Beach during the POSSIBLE Marketing Conference and Expo. The updated direction needed to balance a high-end atmosphere with a forward-looking theme centered on the future of brand activations at major sporting events, from the FIFA World Cup to the LA28 Olympics.
SOLUTION
To blend the sophistication of a private dinner with the energy of sports activations, I drew inspiration from environments that embody both elegance and athleticism, such as tennis clubs and upscale country clubs.
Collaborating closely with the CMO, CXO, and key members of the Sparks team, we highlighted the CMO Dinner’s calming olive green color to achieve a refined, beach-inspired vibe that subtly referenced tennis courts and soccer fields. Double-lined borders and square tag elements were introduced as our interpretation of a “scorecard” design, adding a touch of playfulness without compromising the look of sophistication.
To complete the refreshed identity, we incorporated a new script typeface to bring added personality and visual dynamism to the brand system.
KEY TOUCHPOINTS
Website landing page, external email communications, printed materials (photo backdrop, wayfinding, signage, menus, etc.) tablescape and florals.
