Social Distancing and Brand Integration: How to Design, Plan and Execute Large Events

  • A close up shot of a Purple-red-colored sign outlining COVID-19 guidelines in a grassy area

    For the second year, the message at the 3M Open is the same: Do good through actions. Large events such as this are proving grounds for clear and concise communication. This is amplified by COVID-19. Event organizers have the difficult job of aligning a clear and concise message with increased transparency, clearly posted social distancing guidelines and adherence to local safety laws and regulations.

    At first glance, this may seem like a hindrance, but a strong strategic partnership with event organizers can turn these new challenges into an opportunity to ensure your client never has to choose between promoting their brand and keeping people informed. The 2020 3M Open is an example of how graphic manufacturers can work with clients to provide creative, integrated solutions for COVID-19 and beyond.

Reevaluate to Accommodate Social Distancing

  • A close up shot of a purple-red-colored graphic on carpeted floor depicting

    In 2019, there were approximately 150,000 attendees at the 3M Open. Due to the coronavirus pandemic and wanting to ensure the safety of spectators, the 3M Open in 2020 was held without fans in attendance.

    But, even without spectators, more than 1,200 people were still at the event, including players, staff, event organizers and media. And with the extra complexity of health and safety precautions this year, it was even more important to have a detailed planning and execution phase. According to Nick Lowry, President of Brand Ink, who worked with 3M on the graphics for events this year and last year, “Planning up front is time you save when it is at its most precious.”

    When planning an event during COVID-19, every phase and individual location should be reevaluated to account for local social distancing guidelines. For example, Lowry’s team prepared more of the graphics in-house this year than last year to reduce the number of people needed on-site for setup and allow for social distancing.

    When it came time to install the graphics at each location on the course, crew size, routes and access were put under more scrutiny to avoid foot-traffic “choke points” and follow rigorous social distancing protocols like mandatory masks and one person per vehicle.

    These are just some steps graphic manufacturers can take to help bring a client’s brand vision to life without sacrificing safety. “A great graphics manufacturer looks at ways to simplify solutions and identifies efficient ways to get things done. Really, the goal and success of a project is looking at questions or problems and finding solutions before they are asked,” Nick said.

Integrate Brand Messaging

  • A medium shot of the 3M Open logo situated as large individual letters on grass under a cloudy sky.

    Even in these unprecedented times, safety is only part of the message. Integrating your client’s brand into events demonstrates planning with confidence and transparency. This seamless integration could be seen throughout the 3M Open installations, which often included an engagement element.

    The “Tip Your Cap” interview wall provided the players an opportunity to show their thanks and doubles as a clean backdrop for interviews. An installation recognizing essential workers was the Post-it® Extreme Notes wall.

    The installation itself was larger than life at more than 10 feet by 8 feet with spaces for Post-it® Extreme Notes, which are water-resistant notes, to be stuck on with messages to essential workers. Both the Tip Your Cap and Post-it® Extreme Notes wall were created using 3M™ Controltac™ Graphic Film with Comply™ Adhesive, a fast-installing film ideal for tight event deadlines. It uses microtechnology for a smooth appearance that stands up to the scrutiny of TV cameras for live or pre-taped events.

    Other graphic installations focused on providing engagement opportunities day or night as well as elevating traditional directional signs to new heights.

    “For the 3M Open, we worked with graphics manufacturers to enhance the audience experience in an unobtrusive way that recognized the new normal we are facing with COVID-19 while providing an engaging, emotional brand experience,” said Collin Hummel, 3M Senior Brand Manager. “The ‘Tip Your Cap’ installation and Post-it® Extreme notes wall are a great example of this in action, paying homage to essential workers while simultaneously integrating the 3M Open’s core message: the power of community.”

Maintain the Tradition — In a New Way

  • A tunnel with a large graphic of legendary golfer Arnold Palmer near the opening.

    The 3M Open has been a televised event in the past, but with greater emphasis on that aspect this year. 3M knew that cameras would be rolling day and night to capture b-roll. Taking full advantage of this was the large sign displaying “3M Science. Applied to Life.™” The sign, reused but reimagined from last year, integrates the sport by creating the 3M logo out of golf balls with a backlight for nighttime viewing.

    Graphic manufacturers can save valuable time and money on installations such as these by designing them to be one- or two-sided instead of four-sided. With many large events taking on a larger digital audience, viewing angles become limited and can be made more efficient.

    Pushing the envelope with creative graphic installations is a great way to demonstrate your value to clients, and even small tweaks can make a big difference.

    For example, this year at the 3M Open, wall wraps were added to a tunnel on the course with wayfinding signage leading to the front and back nine holes. The tunnel was branded with wall graphics of 2019 3M Open winner Matthew Wolff and a tribute to Arnold Palmer, who designed the course. The tunnel graphics were installed using 3M™ Envision™ Print Wrap Film 480mC due to its versatility on textured surfaces and removability — a great choice for short-term events. With a brand integration mindset, even the mundane provides an opportunity to engage audiences.

    The coronavirus has shown that even the best laid plans can change. The 3M Open experience was impactful last year, but nothing could have prepared graphic manufacturers for the massive shift in attendance, enhanced safety measures and heightened TV presence. Safety is always of high importance, but when an unexpected pandemic hits, appropriate precautions must be taken. And, even with the extra precautions, it’s still possible to bring a vision to life and create an impressive brand experience.


Need Help Finding the Right Graphic Product?

From reflective film to protective film and all those in between, choosing the right product for the right job can sometimes be an overwhelming task. Let our experts help you pinpoint the perfect product that will take your next project to greater heights… and keep your customers coming back for more.

Need help finding the right product for your project? Give us a call at 6450 8888(Ang Mo Kio).

From reflective film to protective film and all those in between, choosing the right product for the right job can sometimes be an overwhelming task. Let our experts help you pinpoint the perfect product that will take your next project to greater heights… and keep your customers coming back for more.

Need help finding the right product for your project? Give us a call at 6450 8888(Ang Mo Kio).

Chat with us