Strategic Theme Development & Creative Foundation
We collaborated intensively with Mackto develop a cohesive thematic foundation that would resonate throughout the entire attendee journey. Our approach went beyond surface-level event planning to create a narrative architecture that honored Mack's heritage while positioning the Mack Pioneer as the next chapter in their innovation story. The dual themes—"Built like a Mack for 125 years" for the heritage experience and “The New Standard” for the product launch—created emotional and logical connections that guided every creative decision. This strategic foundation enabled us to craft experiences that felt authentic to the brand while generating excitement for the future.
Immersive Environmental Storytelling
The transformation of two distinct Brooklyn venues into unified brand experiences required sophisticated environmental design thinking. We developed comprehensive signage strategies for the historic Fish Transfer Building heritage experience as well as a transitional alleyway that maintained narrative momentum, and the dramatic Duggal Greenhouse product reveal space. Each environment told a specific part of Mack's story through carefully orchestrated visual elements, from heritage truck storytelling installations to futuristic product showcases. The environmental graphics weren't just decorative—they were narrative devices that guided attendees through an emotional journey from past to future.
Integrated Digital & Physical Experience Design
Our approach seamlessly blended digital and physical touchpoints to create a cohesive attendee experience. From save-the-date communications through post-event follow-up, every interaction reinforced the dual themes of heritage and innovation. We developed comprehensive "Know Before You Go" materials that built anticipation while educating attendees about Mack's Brooklyn connections and event significance. Registration platforms, name badges, and wayfinding systems all contributed to a unified experience that made attendees feel they were part of something historically significant.
Collaborative Creative Execution
Working closely with Mack's team and production partners, we ensured that every creative element supported the overarching narrative while meeting practical event requirements. Our LED screen content guidance maintained visual consistency during key reveal moments, while our environmental graphics transformed industrial spaces into immersive brand environments. The collaborative approach allowed us to respond dynamically to venue constraints and production realities while never compromising the creative vision that would make this event memorable for all attendees.
