23 Layers: Brand Identity in Corporate Event Design

Based in Lower Manhattan, 23 Layers positions itself among corporate event planners who approach events as marketing tools rather than just logistical exercises. Their stated approach integrates events with traditional and digital advertising channels, with the goal of connecting brands to broader culture through event experiences.

Founded in 2011 by Jessica Boskoff, 23 Layers emerged from her background in hospitality at Soho House in New York, where she developed a deep understanding of curated experiences. "We look at each event as an opportunity for compelling storytelling and design innovation," Boskoff explains. This philosophy guides their highly selective approach to projects, allowing the team to focus intensely on creating "high-touch experiences that bring our clients' narratives to life in unique ways."

23 Layers' methodology begins with researching each client's corporate identity. This involves learning about clients' values, market positioning, and public image before designing event elements. This research helps ensure that event components—from venue selection to decorative elements—align with the client's established brand identity. What distinguishes their approach is the integration of both production expertise and design sensibility, with a team structure that includes both producers and designers working in tandem.

Events as Immersive Brand Experiences

Corporate events offer certain advantages as brand communication channels compared to traditional advertising. Events create environments where attendees engage with a brand through multiple senses:

• Visual elements: lighting, decor, and displays
• Audio components: music and presentations
• Food and beverage selections
• Interactive activities
• Promotional items and materials

23 Layers describes their approach as "cohesive creativity" where all elements receive consideration, including "food, service, entertainment or design." This approach aims to create a consistent brand narrative throughout the event.

This commitment to detail and execution has earned 23 Layers an impressive client portfolio spanning diverse industries including technology, beauty, consumer packaged goods, and retail. Their work includes events for Google, Spotify, Airbnb, Glossier, and over 50 other prominent brands. While each client represents different brand personalities and objectives, 23 Layers has developed the versatility to adapt their approach accordingly.

The agency's ability to create authentic brand experiences extends beyond local events to international settings. They've developed activations for global occasions like Cannes Lions and have executed events across multiple continents, from the United States to Europe and Australia, demonstrating their capacity to translate brand identities across cultural contexts.

Measuring Success Through Details and Impact

Corporate event planners often focus on how various elements combine to create brand impressions. Details like typography on signage, staff presentation, music selection, and even ambient scents can collectively contribute to the overall brand message.

This meticulous attention to detail has been part of 23 Layers' philosophy from its inception. As Boskoff notes, her core principle of "really good work" drives the agency's approach to every project. Their success in this area has resulted in industry recognition, including awards for "Best Event Concept," "Best Event of the Decade," and Boskoff being named among the top 1,000 event professionals in the country.

While traditional event metrics include attendance figures and satisfaction ratings, events focused on brand communication may use additional measures. These might include how effectively the event communicated brand messages, whether attendees developed stronger brand connections, and the quality of resulting social media engagement.

Evolution of Brand-Focused Events

As companies continue to explore experiential marketing, the role of corporate event planners continues to develop. Firms like 23 Layers represent part of this trend, working to create brand connections through event experiences.

The company's evolution reflects wider industry developments. By building a team that balances creative freedom with production discipline, 23 Layers cultivates an environment that promotes innovation while maintaining execution standards. "Managing people effectively, putting them in positions to succeed, hiring people that are very good at what they do—those are all important factors when building a successful team," explains Boskoff.

This collaborative approach extends to their network of vendors, whom they consider "an extension of our team." This philosophy of partnership helps the agency stay current with emerging trends and techniques that can enhance their clients' events.

Looking forward, 23 Layers is developing educational workshops to promote knowledge-sharing and mentorship in the events community, contributing to the professional development of the next generation of event specialists. This initiative demonstrates their commitment not just to their own growth but to the advancement of the entire industry.

For organizations looking to use events as brand-building opportunities, corporate event planners with experience in aligning event design with brand identity can be valuable partners. In the current media environment, well-executed corporate events offer opportunities for brands to create direct connections with key stakeholders.