Event-Management SaaS: Brand, Web App & Launch
A full brand system, 40+ web app screens and a launch commercial for an event-planning startup
At a glance
As Director of Marketing & UX at Entangle Media, I led a start-up event-management platform from brand to launch: its identity and mascot, 40+ web app screens and the commercial that introduced it. It became one of the agency's largest multi-discipline accounts.
The challenge
A young event-planning platform needed to look established before launch: a brand people would remember, a web app organizers could set up on their own, and marketing that showed the product working in the real world.
What I led
- Sold and scoped a multi-discipline engagement, growing the account from branding into product UX and video
- Created the brand system: logo, a friendly mascot, color and type guide, badges and apparel
- Designed 40+ web app screens: dashboards, setup wizard, login, personnel, map and pricing, desktop and mobile
- Built a style guide so the client's developers could ship screens consistently
- Directed and edited an on-location product commercial showing the app in use
- Produced print-ready event tickets and launch collateral
The outcome
The platform launched with one consistent brand across product, video and print, and the engagement became a showcase account that helped Entangle Media win other SaaS and product work.
Overview
An event-management start-up came to Entangle Media for a logo. As Director of Marketing & UX, I grew that request into a full launch program: brand system, web app UX/UI and a product commercial, all designed to work together.
I led the client relationship and the creative direction, and I stayed hands-on, designing the screens, the brand guide and the commercial edit myself.
Services
Brand Identity, Mascot Design, Web App UX/UI, Style Guide, Commercial Production, Print
Client name
Event-management SaaS start-up (name withheld under NDA)
Team
Director of Marketing & UX (John Karl), Entangle Media production and design team
A Brand With Personality
Goal:
Give a new platform a memorable, friendly identity that scales from app icon to apparel.
Logo, mascot, badge and apparel designs
Color and type guide shared with the client's developers
One system applied across web, video and print
40+ Web App Screens
Goal:
Let event organizers set up and run events without hand-holding.
Dashboards for favorite, active and archived events
Setup wizard, login, personnel, map and pricing flows
Desktop and mobile layouts from wireframe to high fidelity
Launch Commercial
Goal:
Show the product working where events actually happen.
On-location shoot planned, lit and directed
Edit, color and motion graphics showing the app in use
Cut for web, social and sales presentations
Event-management web app dashboard and brand system (client details withheld under NDA).
Final observations
Treating brand, product and marketing as one program, instead of three separate jobs, is what turned a logo request into a launch partnership, and a single client into a growth account for the agency.
John Karl
19 Years • Product & UX Design Leader Leading Mobile Product for 500K+ Users
If you like what you see or have any questions, feel free to send me an email anytime.
Selected work
[2010 -2025]
