Creating a Moment Worth Showing Up For
The SmartDollar Impact Summit brought together top-tier clients in the benefits management space for an exclusive event at the J.W. Marriott in downtown Nashville. Designed to build connection and spark conversation, it was a high-end experience from start to finish, fostering community and deeper business relationships.
- Event Branding
- Art Direction
- Typography and Layout
- Print Design
Designing an Experience That Felt as Good as It Looked
The goal was simple: create an environment that made every guest feel seen, welcomed, and inspired. From early planning to final execution, every detail was crafted to reflect the elevated tone of the event, without ever feeling cold or corporate.
Hosted at the J.W. Marriott in downtown Nashville, the space struck the perfect balance between polish and warmth. Clean lines and modern décor met earthy textures and worn leather, creating a setting that felt high-end yet human. That contrast became the foundation for our creative direction.
After walking the space in person, we pulled texture, tone, and mood directly from the environment to shape two distinct style boards. From the moment guests received their invitation to the moment they entered the room, every touchpoint was crafted to feel like part of one seamless experience.
Mood Board 1:
The first direction leaned into richness and exclusivity. Deep navy blues, gold accents, and structured lines echoed the formality of the space while feeling distinctly elevated. Inspired by the bourbon-leather vibe of the hotel lounge, it was designed to speak to confidence, clarity, and strength—perfect for a room full of decision-makers.
Mood Board 2:
The second board softened the energy, drawing on forest greens and organic materials to create a more relaxed, welcoming atmosphere. This direction celebrated warmth and connection, inspired by textures like copper piping and antique wood—capturing the human side of transformation.
Bringing the Design to Life
We landed on a navy-forward concept pulled from the stronger of the two mood boards—one that felt aligned with the SmartDollar brand and the tone of the space.
The invitation needed to carry weight, both literally and emotionally. We used doubled sheets of patriot blue stock with gold foil for contrast and a sense of polish. A custom wrap, sealed with a branded wax stamp, made opening it feel like an experience.
For visual continuity, we created a custom geometric pattern based on the J.W. Marriott’s carpet—a detail guests would recognize again in the event space. Layered foiling and subtle Art Deco cues helped everything feel elevated but never showy.
An Experience Sealed with Intention
From the beginning, this wasn’t just about putting on an event—it was about creating something that made people feel seen and celebrated. That kind of thoughtful care showed up in every detail.
We worked closely with our printers to make sure everything felt just right. From custom envelopes and gold foiling to branded postage and bespoke labels, every element was designed to make the invite feel as elevated as the event itself. Each invitation was wax-sealed by hand, because details like that don’t just look good—they remind people that they matter.
