CANVA BRAND HQ

POP-UP AT POSSIBLE MIAMI

CONCEPT + CREATIVE DIRECTOR

Canva was quickly becoming an everyday tool for creatives and non-creatives alike, but they wanted to introduce their new suite of features in a big way. I was tasked to conceptualize and creative direct a pop-up for the Possible conference in Miami.

The new features were internally referenced as “Brand HQ”—a brilliant and convenient way any brand could templatize their projects from typography to brand colors. It was like having your brand book built into your workspace.

After several other pitches, I suggested to the client, “Why not just make Brand HQ an actual place? This way, guests can see for themselves with hands-on experiences of Canva’s cutting-edge tools.”

HANDS ON, LIMITS OFF

Attendants of Possible could walk into the Canva pop-up space and take an independent or guided tour of the new features. We invited them to make a piece of creative for their company or to imagine a new brand, goofy, fun, whatever—the sky was the limit.

Make Your Own Mocktail

And why limit the power of Canva to simply visual design? Our Creative Juices bar empowered guests to design their own drinks, name their specialty mocktails, and even add their drink to a live-updated menu. Most-ordered drink wins!

TOTES AMAZING

Swag or it didn’t happen—guests could then print their designs made through Canva on complimentary swag. Everyone needs a tote bag at these things, right?

THE KEY TO THE FUTURE OF DESIGN

I took things one step further with Canva’s grand Brand HQ at Possible. As guests checked into their hotel, they received customized key cards with a whimsical invite to check out the pop-up. Here we’re associating the Canva brand with feel-good whimsy while having guests carry around an advertisement in their pocket throughout their stay.