Every year Max Brown Hotels hosts a mini concert series with local artist in hotels across Europe. From Amsterdam to Dusseldorf and from Vienna to Berlin. They started doing this post the Covid-19 pandemic and quickly became a pillar of the brand. To promote these events I was asked to create a campaign consisting of flyers, social media posts and emails. The goal of the campaign was to increase sign ups for the event in comparison to previous years.

The idea for the campaign was to have a dynamic background visual that capsulated the energy of the events, this would be used across all communication channels. The main visual was originally created by the senior graphic designer before I joined Sircle Collection. After I was given this campaign, I experimented with the main visual by changing the colour of the visual to match the vibe of the artist. Making the assets of the campaign more tailored to the event making them more impactful. I turned the flyer from more than just information on a colourful background and brought it to life with a vintage 70’s soft rock orange, a soulful light blue, and a light-hearted singer-songwriter pink.

When creating the assets of the campaign, I started out by choosing the right colour for the vibe of each artist. From RGB colours for the digital side of the campaign to the Pantone colours for the flyers. Going through multiple rounds of selecting different hues and tones of orange, pink and blue. I found the exact colours that perfectly suited each event. I applied a duotone effect on the photos of the artist to give it that extra punch. The digital assets for the campaign needed to be reformatted to make the background visual suitable for social posts/stories to continue the dynamism of the campaign. Asmost sign-ups for the events came
through emails, I created a new email template which encapsulated the vibe of the events with its bright colours and strong visuals.
This led to 200 people attending these music sessions across properties and an increase of 15% in sign-ups to the events in comparison to previous years.