Lern geschehen! Summit
From a blank page to a first edition summit: one workshop process, one hand-drawn ribbon, more than 50 speakers.
Sector:
B2B e-learning, Events
Scope:
Concept workshops, Key visual, Event branding, 360° campaign
Lern geschehen! is a summit for people working in HR, learning and employee development, created by Masterplan.com and held at Heeresbäckerei in Berlin. Instead of exhibiting at Learntec as every year, the company decided to host its own event for the first time and to prepare all of it in house. I led the creative process from the first idea to the final brand: I ran the concept workshops, designed the key visual and built the whole event identity.
Lern geschehen! Summit
From a blank page to a first edition summit: one workshop process, one hand-drawn ribbon, more than 50 speakers.
Sector:
B2B e-learning, Events
Scope:
Concept workshops, Key visual, Event branding, 360° campaign
Lern geschehen! is a summit for people working in HR, learning and employee development, created by Masterplan.com and held at Heeresbäckerei in Berlin. Instead of exhibiting at Learntec as every year, the company decided to host its own event for the first time and to prepare all of it in house. I led the creative process from the first idea to the final brand: I ran the concept workshops, designed the key visual and built the whole event identity.
Lern geschehen! Summit
From a blank page to a first edition summit: one workshop process, one hand-drawn ribbon, more than 50 speakers.
Sector:
B2B e-learning, Events
Scope:
Concept workshops, Key visual, Event branding, 360° campaign
Lern geschehen! is a summit for people working in HR, learning and employee development, created by Masterplan.com and held at Heeresbäckerei in Berlin. Instead of exhibiting at Learntec as every year, the company decided to host its own event for the first time and to prepare all of it in house. I led the creative process from the first idea to the final brand: I ran the concept workshops, designed the key visual and built the whole event identity.
The brief
At the start, our design guild only knew that there would be an event and that we would create it ourselves. The team gave us time in advance to develop a concept, and then shared with me a first list of the materials marketing expected to need. There was no name on a visual, no references and no previous edition to build on. The task was to turn a blank page into a brand that could carry a long campaign, introduce dozens of speakers and work on site, across stages, workshops, signage and merchandise.
The brief
At the start, our design guild only knew that there would be an event and that we would create it ourselves. The team gave us time in advance to develop a concept, and then shared with me a first list of the materials marketing expected to need. There was no name on a visual, no references and no previous edition to build on. The task was to turn a blank page into a brand that could carry a long campaign, introduce dozens of speakers and work on site, across stages, workshops, signage and merchandise.
Our answer
I took ownership of the concept and started with people, not pixels. I ran two workshops: a brainstorm with the design team, then a session where marketing voted on the strongest ideas. Out of two competing concepts, mine was chosen: a single hand-drawn ribbon and four colours that tie every format together, from a countdown post to the main stage. I then designed the full event identity and the core materials: the social media campaign with countdown, speaker announcements and ticket sales, website banners, speaker card templates, workshop materials, merchandise and the on-site design, from signage to the stage backdrop. I also set the rules for how everything should look, so the whole design team could scale the system.
Our answer
I took ownership of the concept and started with people, not pixels. I ran two workshops: a brainstorm with the design team, then a session where marketing voted on the strongest ideas. Out of two competing concepts, mine was chosen: a single hand-drawn ribbon and four colours that tie every format together, from a countdown post to the main stage. I then designed the full event identity and the core materials: the social media campaign with countdown, speaker announcements and ticket sales, website banners, speaker card templates, workshop materials, merchandise and the on-site design, from signage to the stage backdrop. I also set the rules for how everything should look, so the whole design team could scale the system.
My role
Planned and facilitated the concept workshops with the design team and with marketing (Miro). Collected, sorted and categorised the ideas and inspiration, and prepared them for marketing's vote. Created the winning key visual concept and the full event branding. Designed the core promotional assets and defined how every element should look and behave. Set up the system so the rest of the design team could scale it: once the brand was ready, any designer could create a new post or material on brand. All work shown on this page is my own.
My role
Planned and facilitated the concept workshops with the design team and with marketing (Miro). Collected, sorted and categorised the ideas and inspiration, and prepared them for marketing's vote. Created the winning key visual concept and the full event branding. Designed the core promotional assets and defined how every element should look and behave. Set up the system so the rest of the design team could scale it: once the brand was ready, any designer could create a new post or material on brand. All work shown on this page is my own.
"A big compliment to Masterplan.com for organising such a strong event (without an agency 😉), chapeau."
Angelie Wegener, Deutsche Leasing Gruppe
"A big compliment to Masterplan.com for organising such a strong event (without an agency 😉), chapeau."
Angelie Wegener, Deutsche Leasing Gruppe
"That was absolutely mind-blowing! What a fantastic first Lern geschehen Summit by Masterplan.com."
Melody Achilles, EDEKA Südbayern
"That was absolutely mind-blowing! What a fantastic first Lern geschehen Summit by Masterplan.com."
Melody Achilles, EDEKA Südbayern
The outcome
The first Lern geschehen! Summit brought the L&D community together for two days of workshops, roundtables and panels across three tracks: AI, learning motivation and L&D operations. The event was organised entirely in house by the Masterplan.com team. The identity I created carried it from the first teaser to the last session, and because it was built as a system, the whole design team could produce new materials quickly and consistently. Participants praised the event in public posts, and the organisers are already gathering interest for a next edition.
The outcome
The first Lern geschehen! Summit brought the L&D community together for two days of workshops, roundtables and panels across three tracks: AI, learning motivation and L&D operations. The event was organised entirely in house by the Masterplan.com team. The identity I created carried it from the first teaser to the last session, and because it was built as a system, the whole design team could produce new materials quickly and consistently. Participants praised the event in public posts, and the organisers are already gathering interest for a next edition.
2
days
3
tracks
50+
speakers
2
days
3
tracks
50+
speakers
2
days
3
tracks
50+
speakers
