Project Overview
Saxton Speakers, renowned for their elite speakers bureau, needed a fresh and dynamic brand to spearhead their new events management arm—Mixi. Enter Mixi by Saxton: "Events Made Eventful."
Born from the demand of Saxton’s corporate clientele, Mixi is a comprehensive, full-service event management agency. From conceptualization to on-site execution, Mixi collaborates closely with clients to craft unforgettable experiences. With the ability to draw from Saxton’s impressive roster of speakers and talent, Mixi stands as Australia’s first full-service agency capable of integrating top-tier talent with meticulous event planning. This innovative offering sets a new benchmark in event management, ensuring that every detail is flawlessly executed and every event is truly memorable.
Project Commissioner
Project Creator
Team
Evolution 7
Identity Design: Tim Anderson
Founder & Creative Director: Mack Nevill
Project Manager/s: Andrew Keese, Dee Teal
Project Brief
Saxton Speakers identified a burgeoning need among their corporate clients for a dedicated, full-service event management solution. Evolution 7 (E7) was commissioned to develop Mixi's brand identity, capturing the essence of creativity, precision, and collaboration. Thus, Mixi was born—a brand designed to make events truly eventful.
The objective was to create a visually stunning and highly functional brand presence that would resonate with Saxton's existing clientele and attract new business. Through a deep understanding of Saxton’s vision and values, we crafted a brand that not only embodies the meticulous nature of event planning but also highlights the boundless creative possibilities that Mixi offers. Our comprehensive approach ensured that every touchpoint, from branding elements to digital interfaces, aligned seamlessly with Mixi’s promise of making every event a masterpiece.
Project Innovation/Need
Mixi’s launch represented a significant shift in the event management landscape in Australia. What sets Mixi apart is its integration with Saxton Speakers, enabling seamless access to an unparalleled roster of speakers, hosts, and celebrities.
This unique synergy allows Mixi to offer a holistic event management service that is both comprehensive and innovative. Our approach was to create a brand identity that reflects this novelty—highlighting the seamless blend of meticulous planning and creative execution. By leveraging Saxton’s years of industry experience, Mixi offers a level of trust and reliability that is unmatched. This project was not just about creating a new brand; it was about setting a new standard for what a full-service event management agency can achieve.
Design Challenge
The primary design challenge for Mixi was multifaceted, involving a deep understanding of market needs, impeccable timing, and seamless communication. Given Mixi's role as a comprehensive event management agency, we had to create a brand identity that resonated with a diverse client base while differentiating it from Saxton's existing speaker bureau, whilst still retaining a complementary flavour.
This required a meticulous balance of creativity and precision. Understanding the market's demand for an all-inclusive service, we had to ensure the brand exuded reliability and innovation simultaneously. Another critical challenge was timing; the brand needed to be launched quickly in line with Saxton's strategic expansion plans to capitalize on market momentum.
Communication played a pivotal role, both in the internal collaboration between our team and Saxton's stakeholders and in the external messaging to potential clients. Our approach involved continuous feedback loops, iterative design processes, and agile project management to meet these challenges head-on, ensuring the final brand identity was both impactful and aligned with market expectations.
Effectiveness
Although it is still early to fully gauge the long-term impact of Mixi’s brand development, the initial response has been overwhelmingly positive. The client, Saxton Speakers, has expressed immense satisfaction with the new brand, praising its fresh, engaging identity that perfectly encapsulates Mixi’s comprehensive event management services.
The brand launch was met with enthusiasm from stakeholders and clients alike, indicating a strong market reception. Early feedback highlights the intuitive design and the effective communication of Mixi’s unique value proposition. This positive reception sets a promising foundation for Mixi’s future growth and success in the competitive event management industry.
Graphic Design - Identity and Branding - Community
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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