P004 → LinkenIn Branded Events Playbook (2018)

What it is:
Aligning LinkedIn’s branded events with their recent brand refresh, creatng an event-specific playbook using the existing brand book as a foundation.

Project Type: Brand Strategy + Design
Role: Creative Director - Wolff Olins
Scope: Research + Design Strategy + Design Guidance

Primary Research: Event Visits

After observing several LinkedIn events, we believed that the physical brand needed a structural and strategic overhaul that reflected the warmth and humanity of their new digital brand.

Primary Research: Stakeholder Interviews

Spending time with internal team leaders showed us that there was self-awareness about the lack of brand cohesion, and by asking for their input we got tacit buy-in, company-wide.

Primary Research: Synthesis

Initial Design Guidance

The Playbook (edit)

Lawrence Davidson P001 → Break - ArchitectureP002 → Break - CeramicsP003 → Airbnb Open Los AngelesP004 → LinkedIn Events Playbook P005 → Airbnb Seattle OfficeP006 → Softbank EventP007 → Airbnb Mini Listings About

Lawrence Davidson

P001 → Break - Architecture
P002 → Break - Ceramics
P003 → Airbnb Open Los Angeles
P004 → LinkedIn Events Playbook
P005 → Airbnb Seattle Office
P006 → Softbank Event
P007 → Airbnb Mini Listings

About