No one cares about your brand, BUT,
Everyone experiences your brand. And that leaves an impression to form an opinion with, which eventually leads to a judgment about you.
We've been thinking a lot about our Float.com brand, specifically how we create (and deliver) a consistently distinctive and meaningful experience—across every touchpoint. More to come on that later...
For now, I want to share some of the brand work we recently did for our company meetup. To be honest, this year's venue was so stunning that it would be easy to think all we had to do was show up. But that's not how we do things 😉 We wanted everyone to feel fully immersed in a quintessentially Float meetup experience.
We kicked things off by aligning with our Director of People & Ops, Georgie Roberts, on the goals of what we wanted to inspire this year—creativity and collaboration.
Our Visual Designer, Mariana Gonzalez Vega, with the guidance of our Director of Design, Cameron Rickersey, then crafted a visual identity that reflected our environment (Piemonte, Italy), captured our Float values and style, and embodied the theme of a modern renaissance.
From collateral to swag, these designs brought our meetup brand to life. But brand isn't just about aesthetics. It's curating a distinctive, intentional, and consistent experience.
Our ops team took this year’s theme, goals, and style (in other words, our meetup brand) and wove this into the entire itinerary. From co-working sessions to interactive workshops and creative activities like pasta making (to feed 70+ people!), every moment was purposeful and tied back to why we were there—to connect, be creatively inspired, and collaborate.
I'm incredibly grateful for the opportunity of these meetups and the wonderful folks I get to work with 🫶 And I'm also veryyyy chuffed that this year's meet has become our internal example of why, as cliche as it sounds, brand building is a team effort 😉