Silverline World Tour
Silverline
BRANDING | ART DIRECTION | ANIMATION | BRANDED PREMIUMS | PRINTED COLLATERAL | PRESENTATION DESIGN | ILLUSTRATION | SOCIAL MEDIA CAMPAIGN | LOGO DESIGN | EVENT DESIGN | THEME DEVELOPMENT AND DESIGN
For Silverline’s World Tour, the executive committee decided on a music-themed tour as the overarching concept. The executives traveled to key cities to ensure remote employees could participate. In each city, they organized a charity event and social gathering. Michael was tasked with developing a flexible concept that could adapt to various venues and locations, while still making each stop feel unique. At each event, cost-effective swag was distributed, and employees had the opportunity to connect face-to-face.
Before settling on a theme, multiple options were presented to the executive committee. This particular comp was a take on a Grateful Dead poster. Sunny, the company mascot, mimics the colors and poses of the Grateful Dead bear mascot.
Options for swag included a tie-dyed hoodie, a bucket hat, and iron-on patches.
This comp leveraged the original Woodstock festival poster replacing the peace dove with Sunny, the company mascot.
Options for swag included a t-shirt, baseball cap, and mug.
A heavy metal theme with mascot Sunny's hand was a favorite but it didn't quite fit the mood and intent of the tour.
Options for swag included a tank top, insulated tumbler, and a baseball cap.
The executive committee settled on an 80's theme for the world tour. This theme provided the most flexibility and customization while minimizing the work needed prior to each event.
With a theme in hand, it was time to run wild with the design and to make each city feel unique, yet part of a larger experience. 80's cassettes visuals were settled on and the first task was to create the "key art cassette" that would provide the foundation for the tour visuals.
Each city had a custom designed cassette. This cassette was leveraged in venue posters, stickers, and onsite collateral.
The expansive tour was intended to cross the continental United States and other countries such as Canada and India.
World Tour attendees received swag including stickers featuring their city's cassette and a custom 80's-punk version of Sunny.
A bluetooth speaker disguised as the key art audio cassette was one of the swag gifts given to employees who attended. It came in an 80s plastic case with a recharging cord.
The audio cassette interior leveraged Silverline's Core Values and the Employee Value Proposition in an 80s song list style (and highlighted like we did back in those days).
Silverline leveraged the tour in blog postings summarizing the events and the charities impacted.
A 6" mini tote housed the employee gifts including World Tour branded bandanas in colors matching the stripes on the audio cassette design.