Product Journey
At a Glance
Context & Goals
Setting the stage for success
When I joined the Cloud Summit 2025 team, I discovered they had excellent technical content but lacked a distinctive brand presence in Canada's competitive tech conference landscape. They needed more than just a website—they needed a comprehensive marketing strategy that would position them as the premier cloud computing event in Western Canada.
Build Brand Recognition
Establish Cloud Summit as the leading cloud computing conference in Western Canada with distinctive visual identity
Attract Premium Sponsors
Develop strategic partnerships with top-tier sponsors to ensure event quality and financial success
Drive Registrations
Raise $10,000 for a local charity
The Challenge
Identifying key problems to solve
Core Problem Statement
Canada's premier cloud computing conference needed a distinctive visual identity and comprehensive marketing strategy to attract top-tier sponsors, speakers, and attendees in a competitive tech conference landscape.
Brand & Marketing Challenges
- Lack of distinctive brand identity
- Brand assets were not scalable
- Poor digital presence and marketing reach
- Inconsistent visual communication across channels
- Limited audience engagement and registration conversion
Event Challenges
- Event date set between Startup Week & Web Summit
- Poor speaker recruitment and event quality
- Reduced attendee registration and engagement
- Limited resources
My Approach
Strategic marketing with comprehensive visual identity system
Market Research & Strategy
Analyzed competitive landscape and developed positioning strategy for Canadian cloud market.
Visual Identity Design
Created distinctive brand identity with modern, tech-forward aesthetic for cloud industry.
Marketing Campaign Development
Developed multi-channel marketing strategy with digital and print materials.
Tracking Analytics
Tracking and pivoting as needed
Solution & Process
Developing a comprehensive marketing strategy for Cloud Summit
Before
- • Generic visual identity blending with competitors
- • Limited marketing reach and engagement
- • Low sponsor interest and revenue
- • Poor speaker recruitment
After
- • Distinctive brand identity with strong market presence
- • Comprehensive marketing strategy with high engagement
- • Strong sponsor relationships and revenue growth
- • High-profile speaker lineup and attendee quality
Modern, tech-forward visual identity that stands out in competitive conference market
Comprehensive digital and print marketing strategy for maximum reach and engagement
Strategic approach to attract and retain high-value sponsors and partners
Impact & Results
Measuring success and outcomes
Speakers
Including high-profile speakers
Sponsors
Increase in sponsor interest and revenue
Local Communities
Increase in communitee involvement
Raised for Charity
High-profile speakers applied to present
Attendee Satisfaction
Post-event satisfaction survey results
"Jackie was instrumental across multiple areas: branding, marketing, and signage; website design and social media; swag and banner design; venue mapping and wayfinding; recording and producing key speaker interviews; supporting other committee members and volunteers."
Matt Carolan
Event Organizer
Key Learnings
Insights and takeaways
Design Insights
- • Tech-forward aesthetics resonate with cloud computing audience
- • Consistent visual identity builds trust and recognition
- • Multi-channel approach maximizes marketing reach
- • Strategic partnerships enhance event credibility
Product Insights
- • Market research is crucial for competitive positioning
- • Sponsor relationships require ongoing cultivation
- • Digital marketing amplifies traditional event marketing
- • Brand consistency across all touchpoints is essential