Event design at the service of strategy: the Columbia case

In a world where every interaction counts, embodying a brand no longer requires only advertising: it must now be able to to live and experience each other. And what better way to do that than organizing events?

In fact, that's why the event design has taken an increasing place in brand strategies, until it is now a essential lever to assert an identity, transmit a strong message and create cohesion.

A look back at these issues, through a concrete example: the Columbia Strategic Partnership Summit.

The strategic importance of event design

A response adapted to the challenges of brands

In 2025, brand image is available at all contact points, digital as well as physical. Faced with this evolution, the event sector has also undergone a profound transformation, becoming an essential lever to support this image and amplify it through exhibitions, conferences, internal events...

Thus, organizing an event is no longer limited to simply choosing a location or sending invitations. She now represents a major strategic challenger, capable of reinforcing an audience's perception of a brand, of transmitting a powerful message and of effectively unite employees and customers around a clear and ambitious vision.

Just that!

But why go through an event design agency?

Using an agency specialized in event design is above all saving you valuable time.

Everyone knows it: organizing a corporate event takes a lot of time (and let's be honest, energy). So, going through a qualified agency is a very effective way. to free yourself from numerous constraints and technical responsibilities, and therefore to free up time for other missions.

But beyond saving time, it is also a source fresh ideas and undeniable creativity. With the right partner, each graphic choice is carefully thought out, supported by a real strategy. Less stress, more impact, and a result that meets your expectations.

So, in concrete terms, why are you winning?

• A design strategy that hits the mark : no need to invent everything yourself, your agency precisely defines the key messages, creates a striking visual identity, and chooses the right media to make a lasting impression.
• Tailor-made and impacting visual supports : no more bland slides or last-minute crafts. Your agency takes care of creating dynamic PowerPoint presentations, clear signage and attractive digital content that respects your visual identity.
• Less time lost and a controlled budget : thanks to an agile methodology, validations progress quickly, errors are avoided, and each euro invested is optimized.

In short, you are finally breathing!

How to choose a design provider for an event?

Define your goals and expectations precisely

Even before meeting a potential agency, it is essential to identify what you expect from your event. What message do you want to convey? What atmosphere or emotion do you want to create in your guests?

By clarifying your expectations from the start, you ensure that the chosen provider will be perfectly aligned with your ambitions. A few points to be clearly specified:

• The type of event envisaged and the audience (internal, external, general public, corporate, etc.)
• The concrete results and objectives you want to obtain (visibility, commitment, loyalty...)
• Specific constraints (budget, location, deadlines)

Check the agency's skills and references

Once your needs are clearly defined, take a close interest to the portfolio and references of the agencies envisaged. A good agency is recognized by its ability to adapt its creations and its approach to each specific project, while providing real creative and strategic added value.

Here's how to properly assess an agency:

• Consult his past achievements to check the quality and relevance of the work carried out in relation to your expectations
• Reach out to a few former customers to get their thoughts on the collaboration
• Evaluate whether the agency's graphic style and creative approach match your image and goals

Evaluate methodology and responsiveness

Finally, choose an agency that offers a clear methodology, effective project management and smooth communication. A good service provider is not limited to providing beautiful creations; it knows how to anticipate challenges, effectively manage the unexpected and support you throughout your mission.

Good questions to ask:

• What is their working method? (validation management, planning, follow-up)
• How do they ensure the fluidity of exchanges and responsiveness on a daily basis?
• How do they manage unforeseen events and possible constraints?

Carefully choose your event design partner is essential to ensure the success of your event, without stress and with the desired impact.

But in concrete terms, what does an event with a design agency look like? Discover it with our Columbia customer case!

Columbia: when PowerPoint presentation design meets business strategy

One summit, one strategy, one identity

The Strategic Partnership Summit of Columbia is a bi-annual internal event organized by COLUMBIA, an outdoor and sportswear brand, in order to present to its European business teams and its top customers: the future strategy.

On the agenda: review of the previous year's performances, progress of the upcoming strategy and unveiling of objectives.

This year, Columbia bet on innovation by appealing for the first time to an external agency, Mprez, for the design of the slides for his event.

A strategic choice, because this summit is one of the rare opportunities to bring together so many employees and customers at European level. It represents a major challenge for the brand, which must not only share its vision, but also strengthen its identity and the cohesion between its teams.

Between brand image and commercial strategy

The objective of the collaboration with mprez was therefore to create PowerPoint presentations powerful ones that don't just relate strategic facts or figures, but that visually embody the brand's identity, vision and future ambitions.

The challenge: to go beyond the traditional role of slides as a simple presentation medium, to make them a real strategic lever able to capture attention and mobilize employees around future goals.

Finally, the contractors made sure to give an important place to the prestigious environment where the event was held, two emblematic rooms in Porto in Portugal: the unique architecture of the premises had to be subtly integrated into the design of the presentations.

The development of the partnership by stage

The launch

The collaboration, launched by a launch video call with stakeholders, brought together the Head of Brand Europe and the PR & Event Manager Europe from Columbia, as well as the project manager and the design manager from mprez.

Thanks to Of clear briefs and precise instructions, the mission started quickly and effectively.

After receiving several resources from Columbia, including undesigned presentations or organized plain text, the mprez teams quickly took over to develop a specific Art Direction (AD), in accordance with the specifications.

Once this AD was validated, the designers were able to take back control of Decline all supports and create coherent and visually impacting presentations.

Organization of presentations

The presentations, which were two in number, were divided into 4 distinct sections. Each part was presented by a different speaker, which required careful preparation to ensure visual coherence despite the diversity of topics covered.

All in all, 130 slides were created in about 20 days.

Slide design

In order to facilitate exchanges and guarantee the delivery of materials on time, the Mprez team was structured strategically : a project manager based In Europe and a design manager in Brazil.

The objective behind this organization? Take advantage of time zones to optimize efficiency in the creation and validation of materials, whose feedback came in as time went by. Each new designed slide was sent quickly to Columbia, in order to get their feedback as quickly as possible and be able to move forward with the rest of the content without delay.

Thus, when Paris shut down its computer at 6 pm, São Paulo took over to process the returns received at 5:50pm, and vice versa.

Result? Seamless email exchangess, which do not waste the customer's time and returns processed ultra-quickly.

The delivery of supports

Once the presentations are finalized and validated, the supports were delivered on time, ready to be used at the Strategic Partnership Summit.

Each slide has been optimized for the event, allowing employees to focus on what matters most : the presentation of the brand's strategy and goals in a coherent and powerful framework.

The final word

The collaboration between Mprez and Columbia was marked through exceptional fluidity, strict compliance with deadlines and quality work. The customer particularly appreciated the efficiency of the returns management thanks to the “slide by slide” approach, which made it possible to limit errors while maintaining a consistent but controlled workflow.

The end result lived up to the customer's expectations, thanks to the achievement of this double strategic objective : strengthen the brand identity while aligning sales teams with future goals. Columbia also offered us to maintain this collaboration. for their next event, for our greatest happiness!

It's no secret that organizing an event is a complex task: creativity, strategy and logistical constraints must be managed simultaneously. Surrounding yourself well then becomes essential to achieve your goals.

Do you want to put all the chances on your side? Call on our experts, who will listen to you and bring your ideas to life. Let's talk about it!

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