The Future of Commerce

The problem

The Future of Commerce 2022 needed to make a complex conversation about African commerce clear and compelling before people ever arrived at the event. The programme covered the last mile of Africa’s digital economy, social commerce, buy now, pay later and the digitisation of informal trade.

The marketing needed to give business leaders, operators and tech audiences a reason to pay attention. It also needed a visual system that could carry the same message across social content, speaker communication, campaign assets and the live event experience.

What I did

As Senior Brand Designer at Big Cabal Media, I personally designed the project and ran marketing for The Future of Commerce 2022.

I turned the programme themes into a campaign people could understand and follow. I developed the visual direction and applied it across social assets, speaker announcements, event touchpoints and supporting digital work. The aim was not just to make the event look consistent, but to make the conversation around African commerce easier to enter and share.

I also ran the marketing activity around the event, planning and publishing campaign content, keeping key messages consistent and working with the wider Big Cabal team as the programme and promotion developed. The work brought the campaign from pre-event awareness through to a live experience with the same identity in the room.

The result

The Future of Commerce 2022 attracted more than 1,000 attendees. The campaign gave the event a coherent marketing and design system across digital promotion and on-site delivery.

Across The Future of Commerce and TC Live, the events generated around ₦15 million in advertising and sponsorship sales. During this period, the Instagram audience grew to more than 30,000 followers.

Tools used

Adobe Creative Suite, Hootsuite and Microsoft Office.