Prime Quadrant
Graphic Designer & Coordinator
Summary
A compilation of marketing material (web, social, print) created to promote an annual conference housing numerous speakers and companies.
My Role
All work within this project was created between June 2023 to December 2023 at Prime Quadrant, and was created to promote its annual conference hosting a multitude of influential speakers and sponsors.
I was a part of a small team of two alongside Senior Marketing & Communications Associate Mariana Vargas, and as the sole designer at the firm I was responsible for all design facets - visual design, product design, social media campaigns, video-editing, copywriting, as well as client/vendor relations.
Conference Promotional Video
The Ask
My role was to create all necessary marketing materials to promote the conference and drive user engagement from multiple avenues. Some of the deliverables I worked on include:
Social media campaign (design & strategy).
Wireframes, mockups, and prototypes designed to create a conference website.
Working closely with external clients/vendors to create various print materials such as ads, posters, program books, postcards/letters, 1-pagers, and monitor approval processes.
Video-editing promotional videos using footage provided by third-party vendors.
Workflow
Conference Website (UX/UI)
I conducted my own analytical research and content analysis to understand important functional aspects of the conference website design.
I designed all wireframes & prototypes in Figma, and worked with an external product designer to integrate the final designs using Webflow.
All of this was done with present-day design trends in mind, while ensuring that the website would remain easy to navigate for Prime Quadrant’s older client demographic.
Print & Social
I researched into Prime Quadrant’s client base as well as prospective client base in order to properly understand the demographic that all marketing materials would need to appeal to.
Factors such as the age of our clientele and geographical location were taken into consideration when deciding how to design assets and launch marketing strategies.
Marketing ventures would take place on many different platforms (LinkedIn, Email Marketing, Instagram, etc.) according to the needs.
Prime Quadrant was also going through a visual rebrand at the time as the company aimed to expand its clientele to a younger demographic as well, so I was responsible for truly understanding its branding so that new marketing assets could maintain Prime Quadrant’s brand identity while still being modernized to appeal to a new audience.
All visual assets (social media campaigns, program book, general merchandise) were created using Figma, Illustrator, Photoshop (with layer comps) or InDesign according to individual needs or depending on the complexity of visual implementations involved.
High-Fid Mockups (Conference Website)
Below are the high-fidelity mockups for the conference website, created using Figma. I collaborated very closely with an external product designer during both the design and integration stages to discuss both design and functional aspects of the website.
Creative Marketing Assets
This section contains some of the creative marketing assets I worked on - these include materials such as the conference program book (the full program book can be found at the bottom of this webpage), advertisements created to distribute to third party vendors, as well as posters/banners.
Social Media Campaigns
Below are a few designs for social media campaigns that I worked on for various platforms such as LinkedIn, Instagram, and YouTube.
Prime Quadrant Conference Program Book
The Impact
All the work within this project contributed towards a 10% increase in attendance in comparison to the previous year (2022), and during my time as Graphic Designer & Coordinator at Prime Quadrant there was an average of 50% increase in engagement across all posts for the company’s LinkedIn.
In addition to these design projects, I was also responsible for maintaining consistent communication with over 20 different companies - which involved overseeing that marketing asset retrievals met appropriate timelines, as well as making design revisions alongside external marketing teams and approving all designs through respective compliance & legal teams.