Annual Event Identity Development and Evolution

Rakuten Advertising

Why this project is featured:

A global theme was refreshed annually and layered with local symbolism to generate a unique feel for each hosted event.

Originally, Rakuten Advertising hosted four events in North America and England and the creative development was outsourced (see 2015). After bringing the creative internally, the identity was developed to evolve with the brand while providing an overall theme that would remain consistent globally. One of the features we employed was to utilize . The event theme was updated annually to provide a fresh look and feel to build excitement. By 2018, eight events globally demanded year-round production.