Creative Direction, Art Direction, Campaign Development +
Management
Reimagining how a beauty expo introduces itself to the room.
THE BRIEF
JIBE, the Jamaica International Beauty Expo, is an established platform bringing together beauty, wellness, fashion and lifestyle brands, industry professionals and consumers.
For the 2024 staging, OFF CUE was brought in to lead the creative direction for the media launch, while also shaping the visual experience of the wider expo and developing and managing its social media campaign.
The opportunity was to create a launch and event presence that felt as dynamic as the industry JIBE represents.
THE APPROACH
The goal wasn't to create ‘another events brand’.
We built an identity around the idea of connection, culture and community, creating a visual language that could move with the brand as it expands into different experiences.
The identity needed to feel fun without feeling juvenile, distinctive without being complicated, and polished enough to appeal to brands and potential partners.
THE WORK
Media Launch
Creative direction
Fashion-show concept development
Art direction
Experience direction
Visual direction
Expo
Creative/art direction
Stage direction
Photo area direction
Guest-facing visual elements
Event environment direction
Campaign
Social media campaign development
Content direction
Campaign management
Social media execution
THE OUTCOME
The media launch successfully introduced the 2024 staging through a more experiential format, receiving positive reception from attendees and media.
The creative direction also extended into the expo environment, helping shape key visual touchpoints across the event, including the stage and photo areas.
The social campaign supported JIBE's wider brand-awareness efforts and contributed to growth across its social channels during the 2024 campaign period.
