The making of Flywire Fusion: Building a brand for experience, content, and connection

Flywire Fusion is Flywire’s brand new U.S.-based education client conference, designed to bring together clients, partners, and internal stakeholders for connection, insight, and celebration. I led the creation of the Flywire Fusion brand and drove the digital, design, and video strategy that supported the event end-to-end. From branding and microsites to live video production and post-event content, I ensured a cohesive, high-impact experience across every stage: before, during, and after the event.

Flywire Fusion microsite showcasing the new logo, brand elements, and visual style.

Before the event: Laying the creative foundation

Creating the Brand Identity

The event needed a visual language that felt distinct, but still undeniably Flywire. I developed the Flywire Fusion logo and accompanying brand elements that expressed unity, innovation, and energy, setting the tone for all event-related communications and materials.

Before the event: Laying the creative foundation

Creating the Brand Identity

Flywire Fusion logo and supporting brand elements, including reverse color variations.

Flywire Fusion logo and supporting brand elements, including reverse color variations.

Building the Event Microsite

I designed and launched a dedicated event microsite, initially as a teaser landing page and later expanded into a comprehensive experience. This included the comprehensive agenda, speaker information, sponsor logos and registration form.

Flywire Fusion microsite.

Promotional Asset Creation

In the lead-up to the event, I created a suite of digital assets to drive attendance and buzz:

Social media graphics for organic and paid distribution
Email banners and headers aligned with broader marketing campaigns
Digital ads and promotional visuals, adapted for multiple channels

Every asset aligned with the Fusion brand and contributed to a cohesive and recognizable campaign across touchpoints.

Promotional Asset Creation

In the lead-up to the event, I created a suite of digital assets to drive attendance and buzz:

Social media graphics for organic and paid distribution
Email banners and headers aligned with broader marketing campaigns
Digital ads and promotional visuals, adapted for multiple channels

Every asset aligned with the Fusion brand and contributed to a cohesive and recognizable campaign across touchpoints.

A selection of social media graphics, email headers, and digital ads, all visually aligned with the event's branding.

A selection of social media graphics, email headers, and digital ads, all visually aligned with the event's branding.

During the Event: Managing Experience and Storytelling

Opening with Impact

To open the event and set the tone, I produced a high-energy sizzle video that blended storytelling, motion design, and brand visuals. Two versions were created:

A longer event-opening version to energize the in-person and virtual audience
A shorter post-event brand cut used for awareness and promotion

On-Site Experience & Content Capture

To ensure a flawless on-site experience, I:

Oversaw AV setup to ensure high-quality session display and clean recording
Managed a video crew capturing client testimonial interviews on-site with pre-selected clients
Coordinated event photography, covering keynote moments, speakers, and attendee interactions for future marketing and PR use

This phase combined hands-on production with strategic content capture, ensuring we’d have high-value material to extend the event’s impact well beyond its end.

During the Event: Managing Experience and Storytelling

Opening with Impact

To open the event and set the tone, I produced a high-energy sizzle video that blended storytelling, motion design, and brand visuals. Two versions were created:

A longer event-opening version to energize the in-person and virtual audience
A shorter post-event brand cut used for awareness and promotion

On-Site Experience & Content Capture

To ensure a flawless on-site experience, I:

Oversaw AV setup to ensure high-quality session display and clean recording
Managed a video crew capturing client testimonial interviews on-site with pre-selected clients
Coordinated event photography, covering keynote moments, speakers, and attendee interactions for future marketing and PR use

This phase combined hands-on production with strategic content capture, ensuring we’d have high-value material to extend the event’s impact well beyond its end.

The sizzle video created to kick off the Flywire Fusion event with energy and impact.

The sizzle video created to kick off the Flywire Fusion event with energy and impact.

After the Event: Extending the Value

Digital Content Delivery

Following the event, I led the creation of a post-event assets:

A newly created post-event landing page for continued promotion
A microsite that housed session recordings and presentation downloads as a centralized hub for clients and partners to revisit or discover key content
A fresh wave of social and email assets to share the post-event content and drive ongoing engagement

Video & Visual Storytelling

I produced:

A dynamic recap sizzle video capturing highlights, energy, and outcomes
Four polished client testimonial videos, built from on-site recordings (video 1, video 2, video 3, video 4)

These videos and assets were reused across marketing channels, campaigns, and future sales enablement.

After the Event: Extending the Value

Digital Content Delivery

Following the event, I led the creation of a post-event assets:

A newly created post-event landing page for continued promotion
A microsite that housed session recordings and presentation downloads as a centralized hub for clients and partners to revisit or discover key content
A fresh wave of social and email assets to share the post-event content and drive ongoing engagement

Video & Visual Storytelling

I produced:

A dynamic recap sizzle video capturing highlights, energy, and outcomes
Four polished client testimonial videos, built from on-site recordings (video 1, video 2, video 3, video 4)

These videos and assets were reused across marketing channels, campaigns, and future sales enablement.

Post-event microsite featuring sizzle and recap videos, along with coordinated email headers and social media graphics.

Post-event microsite featuring sizzle and recap videos, along with coordinated email headers and social media graphics.

Results & Strategic Impact

Created a fully branded event identity from scratch that was applied across web, video, and marketing materials
Built and maintained scalable microsite experiences for promotion and post-event engagement
Produced high-impact video assets that drove brand storytelling and client validation
Extended the value of a live event into a long-lasting content and engagement engine

My Role & Tools

Creative Director: Branding, visual language, and design leadership
Producer: Storyboarding, directing, and managing on-site and post-event video production
Strategist: Ensuring alignment of all assets with brand positioning and campaign objectives
Technologist: Integrated tools like Foleon, Vimeo, and CMS platforms for a smooth digital ecosystem
Platform & Content Manager: Oversaw microsite architecture and video library management

Results & Strategic Impact

Created a fully branded event identity from scratch that was applied across web, video, and marketing materials
Built and maintained scalable microsite experiences for promotion and post-event engagement
Produced high-impact video assets that drove brand storytelling and client validation
Extended the value of a live event into a long-lasting content and engagement engine

My Role & Tools

Creative Director: Branding, visual language, and design leadership
Producer: Storyboarding, directing, and managing on-site and post-event video production
Strategist: Ensuring alignment of all assets with brand positioning and campaign objectives
Technologist: Integrated tools like Foleon, Vimeo, and CMS platforms for a smooth digital ecosystem
Platform & Content Manager: Oversaw microsite architecture and video library management

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