HOW TO CREATE AN ON-BRAND EVENT EXPERIENCE, EVEN WITHOUT A BRAND BOOK

So you’ve been asked to design for an event,  but there’s no brand book. No font list, no colour codes, no “do this, not that” rules, just a logo, maybe some Instagram links, and a general vibe the client wants to capture.

If that sounds familiar, you’re not alone. It happens more often than you’d expect,  where some brands are still figuring out how to bring consistency across physical and digital spaces. But here’s the good news: it is possible to create a cohesive, on-brand experience, even without a formal brand guide.

Let’s talk about how.

Start With What’s Already There

When a client doesn’t have a brand book, the first step is to work with what they do have. Ask for their logo, links to their website and social media, and (if they’ve done events before) any materials or photos from previous ones. These elements often hold small but important clues, colours that show up repeatedly, a general tone or energy, and the type of visuals they gravitate toward.

In one corporate event I worked on, the client didn’t have any formal documentation, but they shared a few reference images, their socials, and their website. That was enough to get started. I could see the colour palette they leaned into online, and their typography gave me a sense of what kind of fonts might feel aligned.

Define the Brand Essence

Even if the brand doesn’t have documented guidelines, chances are high it does have a personality. Think of brand essence as the vibe behind every visual and experiential detail.

Ask:

• What emotions should guests feel? (e.g. energised, calm, inspired)

• What values does the brand stand for? (e.g. innovation, sustainability, luxury)

• What kind of audience is attending?

Use this as your compass when making decisions, from picking a colour palette and font pairing to choosing lighting or background music. It helps you design experiences that align with how the brand shows up in the world.

Build a Temporary Visual Direction

From there, it’s about putting together a clear visual path that the rest of the branding can follow. Here’s what that can look like:

• Pick 2–3 key colours from the logo or most used visuals.

• Identify a font or two that matches their online aesthetic.

• Note the tone,  is it sleek and modern? Playful and fun? Corporate and clean?

• Create a quick visual board in Canva or Pinterest to keep everything aligned.

Even if it’s not a formal brand book, it gives you and the client something to work from and avoids endless “can you try it another way?” loops.

Get Alignment Early

Before diving into full designs, it’s important to get clarity on the direction. This could mean sharing a quick visual reference,  like a mood board, colour palette, or font sample, to confirm you and the client are on the same page.

That said, many designers (understandably) aren’t comfortable creating mockups or design proposals for free. If you’re in that position, you can still guide the conversation by clearly outlining your process, showing past examples, or offering a discovery session as part of a paid engagement. The goal is to build trust and alignment without overextending yourself.

💡 Pro tip: If you’re a designer, consider offering a mini brand touchpoint review or a simplified visual direction guide as a paid add-on, just enough to build alignment without overdelivering for free.

Consistency Is Key

Even without official rules, consistency is what makes an event feel branded. Once fonts and colours are agreed on, apply them across every design touchpoint, signage, invitations, presentations, digital screens, and even merchandise. Repeat visual elements like shapes, icons, or background styles to create familiarity throughout the space.

When it’s done right, the result is an event that looks and feels connected to the client’s identity, even if that identity started out a little undefined.

Real-Life Takeaway

With that corporate event I mentioned earlier, things came together the moment we aligned on the palette and typeface. The event materials matched the client’s digital presence so well that their team had an easy time posting about it afterwards; everything looked like it came from the same place. That’s the power of clarity, even without a guide.

Final Thoughts

Not every client will come with a brand book in hand, and that’s okay. What matters is knowing how to ask the right questions, spot the visual cues they may not even realise they’re using, and create structure where there wasn’t any.

It’s not about perfection, it’s about intention.

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