The National Restaurant Association, the world's largest foodservice trade association, enlisted the help of 360 Live Media for a unique challenge. They aimed to bring together four distinct expert groups within the restaurant industry for a groundbreaking event in just two months. The objective was to identify common issues across groups such as food safety/quality assurance; tax, finance, and internal audit; sustainability; and nutrition. The resulting event, aptly named "The Table," aimed to distinguish itself in the industry as the go-to platform for best practices, trends, and policy updates.
360 Live Media swiftly guided the team's alignment on the event's vision, positioning, and unique value proposition. Success strategies included creating indispensable content and an engaging experience with plenty of surprise and delight. Different from traditional conferences, the approach brought together a cross-functional audience, fostering collaboration on macro challenges through a holistic curriculum. The experience design, framed as a restaurant celebration, featured a fast-paced agenda, themed sessions, and intentional connection moments. From servers welcoming participants to various restaurant-themed elements, the cohesive platform successfully unified a fragmented audience while creating new sponsorship opportunities for revenue growth.
The new event required a catchy name and standout brand to align with the new value proposition. This event is about gathering the full industry around common issues and challenges, and coming together to learn, share, and be nourished. “The Table” was born from this concept and a brand style guide was delivered, including logos and design templates, as well as visual and copy direction for bringing the brand to life.