Great Event Design: Working Creatively Within Your Parameters

The creative process will begin with a designer being given a brief from an agency or production company. However the real challenge of a designer is to work creatively within the parameters of each specific job. Typically these include budget, time, venue infrastructure and technical ability, along with other very specific regulations such as council permissions for outdoor events, and health and safety regulations. It is not only a designers job to work within these specifications but also to ask questions, research, investigate to find out what these parameters are. You cannot rely on others to know what elements will effect and shape your ideas.

A designer has to consider what a client really wants to communicate about their brand and utilise all sorts of creative tools but before they can run away with ideas and concepts, they also have to create solutions within the confines of the above elements - and this is often the biggest challenge and testament to the creative thought process.

Below our some key factors to consider with insights as to how they can be overcome

1. Budget: - Transparency, clarity and flexibility are key elements here. It should be visually clear exactly what a client can achieve for their budget and specific when it comes to the cost of each item. A good designer will have a thoroughly researched project plan listing all the elements required to create a successful design, with appropriate associated costs. The plan should include some alternatives to the more expensive items on the list with pros and cons, giving the client the choice and flexibility. Providing alternative suggestions is an important factor – part of design expertise it knowing how to make the most out of their clients budget. Sometimes a client cannot really afford their hearts desire but there is always an alternative solution that can be just as effective (and sometimes better)!

2. Installation time: This requires technical knowledge and a lot of organisation. Making sure that the creative elements suggested are possible in the time allotted, is a crucial skill. Then ensuring all the materials are purchased or customised items prepared well in advance, are delivered on time and have the ability to be set up in the correct order, will allow the designer to ensure the scene is set properly.

3. Facility: Take a good look at the venue and the infrastructure. Consider the basics – how do you enter/set up? How big is the entrance? How do guests arrive/leave? Are there any other aspects of the venue that will impact the design, or are there elements to a venue that can enhance and inspire creative ideas? Don’t fight against a space, work with it and the design will be much better.

4. Technical elements: for example - what lighting/internet capabilities does the venue offer, is there a rigging system? Do you need to consider cabling restrictions? Are there internet speed/bandwidth limitations or lighting infrastructure issues? How will this affect the design?

5. Permissions: Are there specific load in times? Are there weight restrictions? Is it a listed venue with limitations on the décor allowed? The faster you find the answer to these questions the better! Venue managers are there to help, ask them questions and work with them!

How you work around these parameters shows your strength as a designer. Whilst there are fundamental steps you can take (as I’ve described in the points above), it really is up to your design flair on how you overcome these challenges and also how you allow them to inspire, direct and influence you, it is not a battle but more of a blending of elements.

But at the forefront of each decision should be the consideration of what the client really wants to communicate about their brand. I would recommend regular reviews during the various design phases to ensure you use all the tools from your creative toolbox (such as colour tone and texture – see my previous blog) in achieving the ultimate goal, the client’s wishes.

Getting this right will showcase you as an expert designer. It’s as simple as that.

Interested in event design? Call us we’d love to discuss your thoughts or requirements. Simply call 07792973033 or fill in your details here and we will do the rest.

Who are we?

Nicola Dietmann Design is a company with over 15 years’ experience in design across a wide range of media disciplines – including events, commercials, concerts, films and television. We cover all aspects of a design from presentations and 3D renderings, to build, installation and collection. With a strong background in and mechanical engineering we are fearless in our willingness to explore new technology and materials to create something novel and visually provoking.

http://www.nicoladietmanndesign.com/