An event tech startup aimed to revolutionize the industry by enabling small businesses and entrepreneurs to enter the small to medium-sized event industry more easily. The platform streamlined operations and empowered the building of professional networks. They provided safeguards against issues such as fake tickets, scams, gatecrashers, unskilled staff, attendee and payment tracking, profitability, and time spent on reconnaissance and post-event management.

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I joined the founding team to develop a brand and product concept solution starting with market research, operating environment mapping and gathering user insights to identify gaps and opportunities. We unpacked customer needs and designed a PaaS model that could build a broader brand architecture and ecosystem beyond event management. This informed the brand naming, personality, visual identity and product design framework.