Unraveling the Red Thread: How Strategy and Creativity Intersect
05.09.23
Molly Hodge,
Executive Creative Director
Michelle Bartosiewicz,
Creative Director
Evan Strange,
Strategy Director
Unraveling the Red Thread: How Strategy and Creativity Intersect
As event professionals, our ultimate goal is to create memorable connected experiences that build brand loyalty and inspire and engage audiences. We know that the experience is everything.
To successfully achieve this, it’s important to understand how intersecting strategy and creativity is critical to designing and executing impactful events that move your audiences to desirable action, which we call the “Red Thread.”
In many cultures, the red thread is a symbol of connection and destiny. It represents the idea that certain people are meant to cross paths, and their lives are intertwined in a way that cannot be broken. For event professionals, the red thread is a powerful metaphor for the connections that exist between strategy and creativity. It is the foundation of your overall event strategy and the guiding principle that helps you determine the purpose of your event, define your audience, and create a cohesive and unforgettable experience that resonates with your attendees. In practice, this means blending your business objectives with creative ideas. By bringing together these two elements, we can create a brand experience that not only achieves your business goals but also leaves a lasting impression on your attendees.
Members of InVision’s strategy and creative teams recently co-hosted an episode, “Unraveling the Red Thread,” on the Xcast in a candid discussion about the topic. Below are key takeaways from the conversation around the importance of purposeful creativity and the role of strategy in creating a cohesive and impactful live experience:
Creativity needs to be grounded in purpose. It's not enough to come up with cool ideas or throw in random elements like a drone show or acrobatic performers. A strong foundation of insights and understanding of the audience, brand, and space is needed before creative work can begin.
Strategy and creativity should work hand in hand. Strategy provides a clarifier in the sea of data and insights available, and it keeps the focus on the "why" – the audience's needs and careabouts. With a strong strategic foundation, creative teams can form ideas that matter and connect with audiences best.
Everything in a live experience should be intentional. From the stories told to the drinks served and even the seating chosen, every element of an experience should have a purpose and be grounded in the strategic foundation.
The creative brief process is essential. Asking thoughtful questions and understanding the single most compelling idea and purpose of the initiative is critical to aligning stakeholders and inspiring the creative team.
Blending strategy and creativity is essential to creating amazing live experiences for brands and event marketers. By keeping a laser focus on purpose, being intentional with every element, and aligning stakeholders through the creative brief process, brands can create experiences that make a memorable impact on their audience.
If you’re looking to create impactful brand experiences that move your audiences to action, contact your InVision account representative or info@iv.com to learn more.