Event Design Thinking – It’s Not Just in the Artwork

When an event organiser hears the word "design," they often think about presentations, printing, set and stage design—all the things we look at. They’ll jump onto Adobe Suite or Canva, or get their trusty designer to pull everything together, and make it look nice before sending it to the printer.

But in doing so, they’ve missed a major step in the design of their event. Yes, all of the above is important, but design thinking is so much more than just the visual elements. It’s the soul of your event.

Theming and Experience

So much of an event's core is its theme and objective. What do you want your audience to experience? What thread do you want to weave through your content program, branding elements, and messaging?

A theme isn’t just a tagline or a colour scheme—it’s a story. It dictates how your audience interacts with your event, what emotions they feel, and what takeaways they leave with. A great theme is like a compass, guiding everything from speaker selection to how attendees network.

A theme can be broad or specific:

• "Filling the Bank Accounts of the Future" for a financial conference, signalling forward-thinking strategies and wealth-building.

  
  

• "Celebrating the Music of Dooff" for an EDM festival, evoking a rebellious, underground, or nostalgic energy.

This central theme becomes the nucleus of your mind map when conceptualizing your event. Every decision—from the music in the hallways to the way content is delivered—should tie back to it.

Journey Planning

As much as I love going for a walk and getting completely lost, it’s always better to use Google Maps. The same applies to your attendees. Planning their journey through your event before they arrive is crucial.

A well-designed event doesn’t just move people through an agenda—it guides them through an experience. That means:

• Interactive elements: Workshops, hands-on demos, audience-led panels, and gamification can turn passive attendees into active participants.

  
  

• Networking moments: People don’t just attend events for information—they come to meet people who can help them make money, grow their career, or find new opportunities. Designing purposeful networking (not just a coffee break) can significantly enhance your event’s value.

  
  

• Diversity of experience: Not everyone thrives in a loud, high-energy space. Providing multiple options—quiet zones, smaller discussion groups, or one-on-one meetups—ensures everyone finds value in your event.

  
  

• Multiple pathways: Consider how different types of attendees will navigate your event. A first-time attendee will want clear guidance, while an industry veteran might prefer more flexibility to curate their own experience.

Content & Agenda

A nice segue from journey planning is how you choose your content. I won’t claim to be the biggest expert in content planning, but I can tell you the science:

• 90-minute max for sessions. Human attention spans aren’t designed to sit through marathon lectures. Anything longer than 90 minutes needs an intentional break or interactivity to reset the brain.

  
  

• The strategic use of breaks. Breaks shouldn’t just be "dead time"—they should be designed for networking, reflection, or engagement. Whether it’s a structured Q&A, a breakout session, or a facilitated discussion, breaks should feel intentional.

  
  

• Why are people really here? Most attendees aren’t coming just for the information—they’re coming for connections. Designing breakout rooms and discussion zones around industry pain points can make your event far more valuable.

  
  

• Mapping the ‘Perfect Agenda.’ A well-designed event agenda should balance: Deep learning sessions (keynotes, panels, hands-on workshops)Breaks with purpose (networking, guided discussions, interactive Q&A)Diverse formats (panels, fireside chats, live demos, crowd-sourced content)Energy flow (starting the day strong, afternoon engagement, an evening climax)

Output & PR

The final ingredient is designing how your event feels in the broader industry. Are you leading the market? Are you an indie event? What are you saying that your competitors aren’t?

Your event isn’t just a one-off moment—it’s a brand statement. Consider:

• What’s your unique positioning? Why should people attend your event instead of another?

  
  

• What will people say after the event? Will they leave thinking, "That was the same as last year," or will they be talking about an unexpected moment?

  
  

• How does your event extend beyond the venue? Are you creating a content ecosystem around your event (videos, blog posts, interviews, post-event discussions)?

The best-designed events don’t just end when the last attendee leaves. They live on in discussions, in social media recaps, and in the actions attendees take afterward.

Closing Monologue - Event Design, final thoughts...

I’m not sure if you can design all that in an Adobe product or a Canva board, but if you can—fair play to you.

Ultimately, design thinking in events is about concept first, execution second. The most stunning visuals in the world won’t fix an event that lacks a clear theme, a thoughtful attendee journey, or an engaging content plan.

So before you open Photoshop or start colour-matching PowerPoint slides, take a step back. Think about how people will experience your event, not just how it will look. Because great events aren’t just designed—they’re crafted with intent.

Now if this all seems a little overwhelming, perhaps you need a little external help and advice IDY are on hand to consult, support and deliver all of your event needs, just send us a message