Abercrombie & Fitch 2014 has the makings of a star and a brand.

Can you think of a better way to promote your brand than with a star studded evening that includes up and coming celebrities such as Christa B. Allen, Diego Boneta, Kylie Bunbury, Colton Haynes, Jazzlyn Marae, Steven R. McQueen, and Debby Ryan? It simply does not get any better than this and I suppose that is why each and every year, Abercrombie & Fitch (A&F) hosts its “Making of a Star” event in Los Angeles to introduce its spring fashion line. Past attendees include none other than Jennifer Lawrence, Taylor Swift, Channing Tatum, Alexander Ludwig, Jacob Artist, Olivia Wilde, Penn Badgley, Scott Eastwood, and Ashton Kutcher.

This year’s event, presented by our friends at Caravents Inc. Event Production and Design was held on February 22nd at the Siren Studios in Los Angeles and as always, the event’s design team captured the essence of the  A&F brand in true Hollywood fashion. In fact, where else would you find a party that has a host of young Hollywood talent, a complete laser light show, floating glass candles, a life size skee ball game and a live concert performed by St. Lucia?


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As always, our step and repeat area red carpet was the main focus area for picture taking and socializing with the celebrities. It is always really fun to be part of this and see what transpires as each celebrity arrives at the event.

Here are some highlights:

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An event as large as this does not happen without the collaboration of many different companies and brands and while Abercrombie & Fitch were the actual hosts of the event, it should be noted that it was created in association with Teen Vogue.

If I have learned anything in all of the years that I have been involved in event branding, it is that brand’s must learn to work together in order to achieve its goals and that competition is merely an indication that whatever you’re doing, you are doing it properly because someone wants to copy it.

Gandi once said, “Imitation is the sincerest form of flattery,” and I truly believe this is true.

Thanks Caravents for allowing us to once again be part of this and many other events throughout the year. Your continued support is always appreciated.

What’s next for Messex?

You will have to wait until our next blog in order to find out, for now you can always follow us on our social media platforms to keep updated or view our past events gallery.

All images and source information via:


Today’s corporate marketing is a mix of event planning, branding and a whole lot of social media.

business people group in a meeting at officeCorporate marketing has taken a complete 390 degrees. It has literally come out from behind the walls of the boardroom into the wide open space of the public domain where everything that a brand says, does or thinks is constantly being scrutinized. What once seemed like a fad that might quickly die down, has increased exponentially and for event branding companies like Messex Industries, social media has become another extremely important thing to consider when creating brand logos and event designs.

Before any event branding design or logo is created, the design team must meet in order to discuss the direction they will need to take in order to achieve the best results. This includes things like meetings with the event planner to keep in touch with the event’s theme, researching the brand and making sure its brand’s image is positively reflected in the design and consideration of the following elements when it comes to any new designs:

  • Does the design reach a global and broad spectrum of individuals?
  • Does it consider all social groups?
  • Is it socially responsible?
  • Does it send the appropriate message about the company?
  • Is it easily recognizable?

Social media has not only changed the face of the Internet, it has changed the face of marketing as a whole.

Events + Branding + Social media seems to be the new formula to successful marketing and there is no better example of this than the Sochi Olympics this past year. The increased presence of social media and event branding was evident as each sporting event took place. Most notably, if you had the opportunity to watch the luge, bobsled or skiing events, you would have surely noticed that social media, branding, logos and events filled up just about every empty spot available.skiing on fresh snow at winter season at beautiful sunny day

It was definitely the “coolest place” to hang out so I have been told.

Why is social media so important for event branding?

  1. It increases opportunities for brands logos to be posted on a number of social media platforms when images and videos are uploaded by individuals present at the events.
  2. The increased use of mobile devices and cell phones have provide a means to easily post media on a number of social platforms at the same time.
  3. Increased competition means brands are vying for any opportunity for free media and increased brand exposure.  There is simply no better way to achieve this than via free social sites.

Messex Industries has been providing event branding services for the past twenty years and it finally feels like this is our time to shine.  We are coming out from behind the “step and repeat,” onto the red carpet and we invite you to follow us on our social media to keep updated on all things related to event branding, social media and everything in between.

Event branding in today’s competitive market

Messex Industries understands that an increased amount of effort is being applied to event branding, because companies are faced with a constant battle to stay ahead of the competition. Instant mobile and online viral and socially engaging types of advertising have led corporations on the path to consider sponsoring large scale events as a viable means for brand promotion and product releases.

Messex Industries business person standing near a blank billboard

Event branding has never been as important as it is in today’s competitive market.

Corporate events involve a great deal of planning and the advertising and event branding that goes into them is far more in-depth than most people realize.

Long before the event’s design reaches the print process, it has already been subjected to our painstaking process of research and brainstorming from focus groups, marketing surveys, and other forms of analysis that event planners in collaboration with our expert development team use in order to determine what will be the most effective approach for engaging the brand’s target market. I do not believe that there is such thing as pure luck when it comes to event branding, it takes a great deal of hard work, numerous hours in meetings and a highly sophisticated team of creative minds to develop the entire event’s design concept.

This is the fuel that ignites our team’s creativity and the reason that we simply love what we do.

Once the overall concept is realized, the planning stage begins, and this is when I think the design truly begins to take on a life of its own.

Messex Industries event branding conceptsIf I can place importance on the one single aspect of what is needed for successful event branding, I would have to say that it is consistency and brand integrity. The event’s entire design concept must ensure that consumers will easily recognize the brand and that the message it is trying to send properly reflects a brand’s image. It would be brand suicide to contradict a product or brand in any way. This would lead to customer confusion and mistrust in the brand.

Reinforcing a brand’s loyalty and trust is the only real thing that event branding has to offer and once that is lost, the event will ultimately fail.

The most successful event planners and branding experts understand this and it is for this reason that they take measures to make certain that every aspect of the promotion is considered before proceeding.

Successfully advertising a brand is difficult enough to begin with, imagine how difficult it can be when the brand is creating an event to reach out to new markets with the same product or introduce a completely new product?

Messex Industries big event target shows celebrations and parties

It does not matter if a brand has the number one product on the market, its needs to have the same level of consistency and integrity in its brand and every event that it intends to create goes through the entire process, because what worked for one event is not always guaranteed to work for another.

The true power of event branding becomes apparent when one begins to realize that it is completely brand centric.