How to Use Signage to Enhance Your Customer Experience

08.05.2024

There’s magic in event planning—an overwhelming feeling of pride that rushes in as you watch your guests arrive and their eyes light up with joy. It’s the small moments of surprise and delight, curated with care throughout every detail, that make for a truly unforgettable experience. From the venue down to the menu, every selection is an opportunity to put your event a cut above the rest. But where do you begin with crafting that standout experience? In this article, we’ll walk you through the behind-the-scenes planning process our Creative Services team uses to dream up and design branded event experiences—from the initial concept down to the decor, print, and signage materials that bring it all together. We’ll be looking at this process through the lens of our 2024 West Canadian Cup, an annual occasion we’ve hosted at Spruce Meadows for more than three decades! You'll learn all about how to: Dream up your branded event's themePlan the on-site experiencesWeave the theme through every detail Step 1) Dream up your branded event’s theme We’re firm believers that all great events begin with a memorable theme. Each year, the West Canadian Cup is hosted at Spruce Meadows. There are just a few constants to this event: it’s always a brunch accompanied by the equestrian competition. Other than that, we take creative licence in transforming the event space into whatever’s inspiring us. In this initial ideation stage, we’re looking for general inspiration rather than specifics. That begins by establishing the tone of the occasion. Whether you’re hosting a customer appreciation event or a conference, this will help you nail down the overall vision for the theme and the event’s brand and design. Here are a few examples of how you might identify your event’s tone: Fun, quirky, creativeProfessional, sophisticated, suave Dark, moody, mysterious This year, we wanted the event to reflect the phrase "I choose chocolate"—a concept of embracing whatever life brings you. To us, this optimistic outlook was best brought to life through a fun, inspiring, and whimsical event experience. Once we have a general concept nailed down, our first step is always brainstorming themes. We begin by assembling 2-3 mood boards, incorporating elements of colour, typography, imagery, and decor that help us visualize the creative direction. Here’s a sneak peek at what that looks like. Mood Board 1 — WCD's Chocolate Factory Mood Board 2 — Chocolate-Western Chic Ultimately, our team chose to run with the first mood board—and our Wonka-inspired West Canadian Cup began to take shape! Step 2) Plan the on-site experiences The Welcome Creating immersive on-site experiences is our key to making each guest feel special from the moment they arrive. At the West Canadian Cup, we start with a welcoming experience that sets the tone for the entire event. This includes branded nametags, thematic welcome signage, and a signature welcome cocktail inspired by our theme of the year. Welcome name tags personalized to each guest. Custom event cocktail to greet guests. Welcome floor decal made with removable, non-damaging vinyl. The Entertainment Next, we focus on the entertainment experiences—the heart of our event. Hosted at Spruce Meadows, the West Canadian Cup always involves an equestrian competition, but we elevate it by adding elements like a custom photo backdrop inspired by our event theme, allowing guests to capture and share their memories. We include interactive experiences such as a blind Calcutta auction that adds an element of excitement and engagement. Photo backdrop designed and produced by WCD. Branded tablescapes including custom-designed Calcutta instructions. A whimsical spread by Great Events Catering. The Parting Gift Finally, we leave our guests with a lasting impression by creating takeaway gifts that are both meaningful and on-theme. This year, we crafted personalized print products including custom-branded mugs in-house, which we filled with gourmet chocolate as a sweet reminder of a day to remember. Guest giveaways featuring mugs custom-made at WCD. Step 3) Weave the theme through every detail Event Decor To truly make an event memorable, we weave the theme through every detail. This starts with the event decor, where we integrate colours, textures, and elements from our mood board. At the West Canadian Cup, this includes florals and centrepieces that feature whimsical Wonka-inspired elements. Wonka-inspired florals. Event Print and Signage They say it's all in the details—which is why we weave the theme throughout the event signage and print materials as well. We design and produce branded menus, programs, and table numbers that carry the essence of our theme, serving both a functional and thematic purpose. WCD's print and signage operations are now part of Cober Solutions, offering expanded national capabilities. Find out more >> Custom-designed menus and signage materials. Small table details that bring the theme to life. Wonka-inspired candy bar to wow the guests. Ready to craft your next unforgettable event? If you need a little creative juice to design the theme for your next corporate event, lean on our WCD Creative team to help bring it to life. From conferences and tradeshows to customer appreciation events and more, we specialize in crafting unique, memorable event brands that are sure to wow your guests. Sound like what you're looking for?

11.21.2023

The holiday season is fast approaching—which means now is the perfect time to think about how you can make a lasting impression on your customers, employees, and partners. Lucky for you, our latest offerings are designed to add a touch of personalization and holiday spice to your upcoming gift-giving and event festivities, making this year's holiday experience that much more special (and simple)! Let’s dive into our favourite ways to make your holiday season both memorable and impactful this year, including: Local goods gift boxesBranded holiday cardsPersonalized holiday party invitations Custom corporate calendars, and more! Give the Gift of Curated Goods Meaningfully Made by Local Makers Creating heartwarming gifts for your customers just got a whole lot easier. Collaborating with Alberta creators, we've curated custom gift boxes full of premium products—all sustainably sourced from local makers you'll love. What's inside? Option 1 includes two stunning glasses from MTNPAK Glassware, gin from Burwood Distillery, tasty treats from The Shortbread Company and hand-crafted coasters from Kingwood Decor. Option 2 includes mouthwatering maple syrup from Wabanaki Maple, a custom-made tree ornament and wooden calendar stand from Rocky Mountain Creators, and a brand-designed calendar to go with it! The best part? We top both options off with personalized, custom-designed cards and address labels that add a tasteful touch of branding to every gift. Plus, we fully manage the kitting, packaging and mailing—making it a hands-off experience through and through! Send us a note to inquire about pricing and availability. Personalized Holiday Cards For An Extra Thoughtful Touch Sending out holiday cards is a time-honoured tradition, and working with us, you can elevate yours. Say goodbye to generic, store-bought creative and tap into designs that effortlessly align with your brand. With a personalized holiday card, you can send warm wishes to your customers and partners in a way that says "we care." Personalized Invitations & Décor For Memorable Holiday Parties Planning a holiday party? Imagine custom-designed invitations that capture the essence of your event, setting the tone for a memorable celebration. And when you arrive, every little detail — from the party favours to the table settings — is flawlessy thought out. Our in-house Creative Services design group specializes in bringing your vision to life, ensuring that every detail of your event's branding effortlessly reflects your unique theme.

03.09.2023

Maximize visual appeal with vibrant design and specialty print materials Living in the era of digital overload, print marketing has made a significant comeback in recent years. Why? It’s all in the data. Research suggests that print marketing can have both higher recall and conversion rates than digital marketing, and is even more effective when combined with digital tactics as part of an integrated campaign. It’s no wonder 60% of CMOs are advocates for including print marketing in their budgets. But as print campaigns continue to increase in popularity, brands need to do more to stand out. By leveraging innovative print design techniques that dazzle, you can ensure your print piece not only gets noticed, but also incites action in your customers. Here are five ways you can make your next print campaign more impactful: Fluorescent & Metallic InksOversized FormatsMetallic Media Unique SubstratesPersonalize It!Print vs. Digital Design: Understanding the Differences > Need some creative inspiration? Ask our Creative Services team! With expertise in designing for print, our in-house design agency is here to help you ideate and execute on print campaigns that will connect with and covert your customers.