The Making of X Series
A case study in experiential design
Introducing X Series. An exclusive event series for marketing leaders.
Movable Ink developed the event series early in 2019 due to increasing demand for networking opportunities specific to senior-level leadership.
X Series launched with the objective of delivering an intimate and exclusive event experience that would allow for individuals to share knowledge and discuss sophisticated use cases in an engaging and highly experiential environment unique to each hosting city.
Project Scope: Brand Strategy, Art Direction, Web Design, Experiential Event Design, SWAG Design, Campaign & Marketing
The Challenge
Creating the experience, tone, and brand of an exclusive event series that could be replicated across multiple cities.
The team set out to develop a premium sub-brand that would be uniquely identifiable while remaining consistent with the Movable Ink brand personality: Innovative. Fun. Creative.
Fundamental to the overall success of the event series, is not only its exclusivity and content but also the way in which the content would be discussed and delivered. As the attendees would be director-level leadership who had most likely experienced a vast array of speaker-based event strucures, X Series would break the mold and offer something entirely different.
Premium, personally crafted experiences.
Our Approach
From getting fitted with a custom-tailored Indochino blazer, to test-driving the latest Porsche Cayenne on an offroad course, the Movable Ink team carefully crafted each city’s X Series event to be an unforgettable experience.
X Series San Francisco
In San Francisco, we hosted a select group of executives at the Galleria Park Hotel for an evening of shared insights followed by and an interactive afterparty at Indochino, where guests were tailor-fitted with a custom blazer.
Each guest got paired with an Indochino Style Guide to support the design process of their custom blazer. Including the customization of lapels, lining, and buttons while enjoying a range of wines from a local winery.
X Series Seattle
In Seattle, our event started at the Motif Hotel and got followed by a personalized shopping experience at the Nike store, which included custom-designed sneakers.
X Series Atlanta
In Atlanta, we got to test-drive the new Porsche Cayenne on an offroad course. Hosted at the Porsche Experience Center, each of our guests got paired with a personalized driving coach on their 2-hour driving session that included both a mid-engine and a rear-engine vehicle.
Upcoming events in select cities include designing a custom watch from the Willard Watch Bar while networking with marketing executives and sipping on creative cocktails.
The Outcome
X Series afforded Movable Ink with the opportunity to connect (and connect with) seasoned industry leaders resulting in future business opportunities that would otherwise not have been possible.
“A truly memorable experience in addition to being a great opportunity to learn from and share with other leaders in our space.” — Sr Manager, Retail Industry, Atlanta
“One of the best networking events I’ve ever been to.” — SVP, Retail Industry, New York City
The vast majority of post-event survey participants reported that networking with fellow senior-level individuals was their favorite part of the event with an average score of 9.3 for the overall event experience.
100% reported that they would attend the event series the following year.
“Really great mix of leaders from some of the top companies in SF. It was great to network and see how they are leveraging Movable Ink in their campaigns.” — Head of CRM, Tech Industry, San Francisco
Follow Movable Ink on LinkedIn and Twitter for updates on upcoming events in your city.
About Movable Ink
Founded in 2010, Movable Ink pioneered contextual experiences in email and has powered over 1 trillion content impressions worldwide.
More than 650 of the world’s most innovative brands rely on Movable Ink’s visual experience platform to create unique, relevant, and compelling visual experiences for all their customers across multiple channels.
