FT Climate Capital Live

Online event

Background

Climate Capital is a Financial Times mini brand. Mini brands are visually distinct on ft.com, with headers that identify them as hubs instead of regular topic pages. The hubs went live in early 2021, with the largest focus on Climate Capital. To coincide with this, the event Climate Capital Live was launched as well.

My responsibilities
Visual design

Team 
I worked with:
• Marketer
• Brand designer

Company
Financial Times

Time
Jan-Mar 2020
Climate Capital hub on ft.com
The brief
Adhering to mini brand guidelines, design a creative for the Climate Capital Live event.

Widening the scope
In the initial brief, I was tasked with creating the design for one event however I decided to widen the scope.
I did this for two reasons:
1. Other design teams approached the mini brands with a framework to maintain consistency across the branding and hubs. I wanted to employ the same thinking to create a seamless journey across the various Climate Capital touchpoints.
2. With a system in place, the visuals for any other mini brand events could be created quickly. Therefore, saving
the design team time.

Revised brief
Adhering to mini brand guidelines, design a visual system for the mini brand live events.
Creating a concept that is consistent with the existing brand but also flexible enough for different uses 
Design goal
• Designing visuals for Climate Capital Live which could also be applied across other mini brand events.
Solution
• Create a system where the layout of elements stay the same but the photography and colours change based on the guidelines for that particular mini brand.
Implementing the design across the marketing campaign
The marketing for the event centred on emails, promotion on ft.com as well as social media which including a pay-per-click campaign. 
A banner promoting the event on ft.com

Social media post promoting the event

An "emotional" visual created for the pay-per-click campaign

Outcomes
High profile speakers and an engaged audience
The event attracted high profile speakers, including Greta Thunburg and Jane Fonda, and over 2000 people registered for the event.

Screenshot of the live event

Testing the design framework with new events
The event attracted high profile speakers, including Greta Thunburg and Jane Fonda, and over 2000 people registered for the event.
As predicted, more mini brand events took place. I employed the system I designed and the outcome was:
• Consistency and brand recognition created across mini brand events
• An efficient and accessible process for anyone in the design team to create materials for these events

Banner for a subsequent mini brand event, Energy Source Live, on ft.com