Creating a strong brand experience at your event

A business event is about more than a stage, a presentation and great sound. From the moment visitors arrive, visuals, content, audio and the environment all come together to shape their impression of your organisation. But how do you make sure these elements don’t operate in isolation? With a clear visual direction and close alignment between event content and audiovisual technology, you can strengthen the brand experience throughout the entire event.

Primera took this approach during the anniversary edition of its Annual Members’ Meeting. AVEX provided the audiovisual technology and developed the creative content for the large presentation screens.

Why is brand experience important at an event?

At an event, you want to inform, inspire or connect with your audience. The environment in which this takes place helps reinforce that message. Yet content, design and audiovisual technology are often treated as separate elements. The presentation is created. The screens and technology are arranged. The corporate identity is applied.

But do they actually work together as one? When screen content, technology, the venue and the programme are aligned, a recognisable experience emerges. Visitors don’t just see a presentation in your brand style, they experience your brand throughout the entire event.

From corporate identity to a visual event experience

A corporate identity is an important starting point, but event content requires more than simply placing a logo and the right colours on a screen.

Content also needs to work within the environment where it’s being displayed. For example:

• The size and aspect ratio of presentation screens
• The distance between visitors and the screen
• The readability of text
• Different programme segments
• Transitions between presentations
• Atmospheric content during non-presentation moments
• The look and feel of different spaces within the same event.

By considering these factors in advance, you create a visual thread that remains recognisable throughout the event.

In practice: brand experience at Primera’s anniversary event

During its 2026 Annual Members’ Meeting, Primera celebrated its 35th anniversary.

Following the meeting, guests attended the Inspiration Boulevard: an exhibition area featuring almost sixty stands, entertainment and plenty of space for networking and connections.

Primera wanted to immerse its entrepreneurs in one consistent experience throughout the day, aligned with both the brand and the anniversary theme.

AVEX therefore developed the content for the large presentation screens in both the conference hall and exhibition space, while also providing the audiovisual technology.

Primera’s corporate identity and event theme were translated into a single visual style across the different programme elements.

Why event content works differently from regular content

A presentation that looks great on a laptop screen won’t automatically work on a large presentation wall in a conference venue.

With event content, you need to consider both the environment and the moment at which visitors see the content.

Someone sitting at the back of a large auditorium needs to be able to understand key information quickly. During transitions between programme segments, content serves a different purpose than it does during a presentation.

That’s why effective event content takes three elements into account:

1. The message

What should visitors see or understand at that specific moment?

2. The environment

Which screen will display the content, how large is the space, and from what distance will it be viewed?

3. The moment

Is the content intended for a presentation, welcome session, break, transition, or exhibition area?

When these three elements come together, content supports not only the programme but also the overall look and feel of the event.

Why align event content and AV technology?

A strong creative concept has limited impact if it isn’t supported by the right technology.

Likewise, high-quality audiovisual technology alone doesn’t automatically create a strong brand experience.

That’s why close collaboration between creative content and AV technology is so important.

At Primera, both elements were developed as part of a single approach. This meant the content could be designed with the presentation screens, spaces and programme flow in mind from the very beginning.

The result was a consistent visual experience where content, technology and brand experience reinforced one another.

As Monique de Ridder, Head of Communications at Coöperatie Primera, explains:

“The visual presentation didn’t just support our story, it enhanced the event experience from start to finish. That really made the difference.” Monique de Ridder Head of Communications

How do you create a consistent brand experience at your event?

Do you want visitors to experience the same brand feeling throughout your event? Don’t start with the technology. Start with the experience you want to create.

1. Define what visitors should experience

What should people feel, understand or remember during and after the event? This should form the foundation for both visual and technical decisions.

2. Map every touchpoint

Next, identify every moment where visitors interact with your brand. Think beyond the main stage and include reception areas, screens in other spaces, break areas and exhibition or networking zones.

3. Develop one recognisable visual style

Translate your corporate identity and event theme into content that works across different screens and moments. This keeps the experience recognisable without making every asset look exactly the same.

4. Align content and technology

Decide in advance where content will be displayed and which technical capabilities are available. This prevents creative content having to be adapted later to fit technical limitations.

What does a strong brand experience deliver?

When content, creative assets and audiovisual technology work together, the result is a presentation that feels coherent and consistent. At Primera’s anniversary event, visitors experienced the same visual style throughout the day. Visuals, audio, presentations and timing came together seamlessly across different spaces. This created a polished and vibrant atmosphere that reflected the celebratory nature of the event.

The technology itself wasn’t the focus. The technology and content helped Primera communicate its story and brand more effectively. That’s ultimately what great event technology is all about.

Collaboration between the organiser, venue and AV partner

A strong brand experience isn’t created through technology or creative content alone. Collaboration between all parties involved plays a vital role.

At Primera’s anniversary event, the Primera team, the NBC Congrescentrum team, event manager Sonja de Bekker of Communicatiezaken ENZO, and AVEX worked closely together.

As the permanent AV partner of full-service event venue NBC in Nieuwegein, AVEX provided the audiovisual support for the Annual Members’ Meeting. In addition, AVEX’s Creative Services team developed the creative content for the large presentation screens based on Primera’s corporate identity.

Because the creative and technical disciplines were closely aligned, the content could be developed with the venue, presentation screens and programme in mind from the outset.

This is important because effective event content needs to be more than visually appealing. It also needs to be readable, fit the moment, and perform optimally on the screens and within the spaces for which it was designed.

For Primera, this collaboration resulted in one consistent visual experience throughout the anniversary event.