As we’ve shown before in our backstage series, every little detail matters when we’re trying to create atmosphere and affect the moment. But one topic we haven’t talked about in this backstage series is the role our design and branding takes.
Sarah Linebaugh Rivero is our SALT Creative Director. And though every aspect of SALT is very team-driven, Sarah guides our entire creative process, and the vast majority of the visual look and feel of each of our past conferences is because of her leadership. Her process always begins with the overarching style and brand. In this process, she works to create a style guide for our entire team to execute. Within this guide she outlines the exact colors, margins, fonts, font weights, spacing, photo use, and more. This is key because she doesn’t make every single design our team puts out — we have several designers and marketing staff creating digital assets. So Sarah sets the tone by crafting our style guide every year.
From the style guide, many of the large central design anchors are developed. With a team, Sarah oversees the design of the websites, promo videos, and key social media templates. She is very involved at this stage to ensure the brand is implemented throughout all major visual pieces that begin telling that year’s story.
After the key anchor designs are complete, she releases the designers to create freely within those boundaries, knowing she has defined a clear direction. These parameters and foundation pieces guide everything else. Once this phase is finished, she begins working with Nick and the Experience Team to start early discussions around set design. While set and production fall largely under Nick’s responsibility, design and theme always influence the direction.
Last year, our SALT Team wrote the following principle to emphasize the importance of this process. It has become a rallying cry for realizing the value of design — both digital and environmental:
“From the way a cable is laid, to the look and feel of restroom signs, everything needs design. Design derives from intentionality. It is inviting, engaging, compelling and beautiful; all characteristics of our God. He designs even the tiniest detail, so therefore we become most like Him when we design everything.”
– SALT Conferences Principle
Design is critical for any atmosphere, because atmospheres don’t just happen. I hope that seeing this video, learning from Sarah’s process, and downloading the SALT16 brand guide (which you can grab for free here) helps you find new ways to increase creative effectiveness in your own organization.
EXCLUSIVE BONUS:
Download the FREE brand book and style guide for SALT16 — a great template to begin building your ministry’s visual identity!
Click here to download
