With the absence of events like Offset, there was a noticeable gap in the creative space for events centered around typography and lettering. Luvin Letters, a new typography and lettering event, was conceived to fill this void, providing a platform for students, professionals, and enthusiasts to connect, learn, and share their passion for typography as an art form.
Typography and lettering are essential elements in design, yet few events focus solely on this niche. Luvin Letters aimed to celebrate this art form through workshops, talks, and demonstrations, offering attendees an immersive experience.
By blending creative learning experiences with hands-on activities, the event aimed to stand out and fill the gap left by prior industry events.
We began by developing the visual identity and event strategy, ensuring a cohesive message and atmosphere that aligned with the event’s purpose and its key target audience of designers and students. This process included refining the event’s mission and goals, creating a visual identity, and planning strategic promotion efforts to ensure maximum reach.
Over the course of four months, we completed the brand positioning, developed a visual identity, launched a dedicated website, and executed a comprehensive digital and physical marketing campaign.
These combined efforts ensured that we effectively reached our target audience of typography enthusiasts. The event execution was meticulously managed, from venue booking to logistics coordination and sponsorship acquisition. This thorough approach allowed Luvin Letters to bring together key figures in the typography industry, creating a memorable and impactful event experience.
Led by our brand strategy team, Luvin Letters began with a comprehensive exploration of its mission: to elevate typography and lettering as both an art form and a functional tool. We collaborated with Mark Greene to create a brand positioning statement that would resonate with the target audience of students, professionals, and typography enthusiasts.
The positioning statement reflects the event’s core message: celebrating typography as a powerful medium for creativity and expression. This brand work set the foundation for the visual identity, promotion, and event experience.
The visual identity focused on creating a brand that balanced the artistry and functional aspects of typography. The visual elements, from the logo to the colour scheme, conveyed the event’s celebration of the dynamic nature of lettering.
The branding was bold, modern, and engaging, designed to attract creative minds within the typography and design community. The identity blended fluid, artistic letterforms with clean, structured design elements to represent the dual nature of typography as both creative and practical.
The Luvin Letters website was designed to captivate both seasoned professionals and novice designers. Built on a WordPress platform with Eventbrite ticketing, the site featured intuitive navigation, vibrant imagery, and a clean layout that reflected the event’s creative identity.
The website included an event schedule, speaker profiles, and ticket purchasing options. It was optimised for mobile use and designed with user experience in mind, ensuring that visitors could easily access event information and register.
To ensure Luvin Letters gained maximum visibility and engagement, a comprehensive promotion strategy was implemented. The event received notable press coverage through Totally Dublin, which helped raise awareness among a broad audience. Social media campaigns were actively managed across platforms such as Instagram, Twitter, and LinkedIn, leveraging these channels to connect with design communities and industry professionals. Additionally, physical posters were strategically placed in key locations around Dublin, reaching local artists, students, and professionals who would benefit from attending the event. We worked with colleges to appeal to students, and collaborated with the artists to ensure the event was promoted to their network of design and typography enthusiasts.
Managing Luvin Letters required careful attention to a number of important details. Securing a suitable venue was a top priority, ensuring there was enough space to accommodate the workshops, talks, and live demonstrations. Budget management was another critical aspect, allowing us to maintain financial efficiency while maximising the overall event experience for attendees. Every logistical detail, from artist schedules to attendee seating arrangements, was meticulously planned to ensure a smooth, hassle-free experience for all participants.
Along with supporting the event from physical attendance, The Brand Marquee also secured sponsorship to make the event more profitable.
The generous support of several sponsors was incredibly appreciated, and we’re pleased to have left the 2024 event with sponsors secured for 2025.
Despite the challenges of launching a new event in a post-COVID landscape, during a cost-of-living crisis, the Luvin Letters team successfully delivered a highly engaging and creative event experience. Through collaboration with key sponsors, as well as digital marketing efforts, the event achieved significant reach and ticket sales.
Luvin Letters will now be returning as an annual event, and we look forward to providing a much-needed platform for education, creativity, and community in the world of lettering and design. The success of this event sets the foundation for future editions and continued growth in the years to come.
Our team are experts in design, content creation and brand development. We come from a wide range of disciplines and successfully pool our skills together to find the best solution for our client’s needs. We are experienced in digital and traditional marketing, and with our help, you can find the right mark for your brand.
A passionate and driven marketer and brand expert with 30 years experience in eight industries.
Susan has created new brands, undertaken brand refresh projects and helped to generate significant levels of fee income for clients through focused marketing and business development strategies.