Untapped
Abstract
Untapped is a workforce development event created in partnership between EmployIndy and Ascend Indiana to connect leading Indianapolis employers with the region’s rising talent. In just three months, our team developed the brand, marketing strategy, and event materials for its debut at Lucas Oil Stadium, uniting the tagline “Connecting Employers to Indy Talent” with a bold, high-energy visual identity to inspire action.
Brand Campaign
Event Design
The challenge
EmployIndy and Ascend Indiana sought to create a new platform to showcase work-based learning and career opportunities in Indianapolis, bridging the gap between employers and emerging talent. With only a three-month window from concept to execution, we needed to:
- Establish a distinctive, energizing event brand.
- Create a full suite of marketing and event materials.
- Drive engagement from both employers and young professionals.
The solution had to stand out among other networking events while embodying the transformative potential of untapped local talent.
research
We began with stakeholder workshops to define the event’s core purpose, target audience, and desired impact. The audience included:
- Employers – Seeking to connect with skilled talent and fill critical workforce needs.
- Early-Career Talent – Including high school, college, and early workforce individuals looking for career pathways in Indianapolis.
- Community Partners – Organizations supporting career development and workforce growth.
Key findings informed our approach:
- Momentum matters – The event needed to feel exciting and fast-moving, encouraging immediate connection and engagement.
- Visual energy inspires participation – Bright, saturated colors signal opportunity and urgency.
- Clarity drives attendance – Messaging should clearly explain the event’s purpose and benefits to both audiences.
Strategy
- Brand Identity – Created a bold visual system using bright purples and reds against a black background to symbolize the galvanizing force of untapped talent.
- Tagline Integration – Positioned “Connecting Employers to Indy Talent” as the guiding message across all materials.
- Marketing Collateral – Designed and produced social media graphics, targeted email campaigns, and a branded event deck to drive awareness and attendance.
- Event Experience – Developed wayfinding signage, presentation templates, and environmental graphics for Lucas Oil Stadium to ensure a cohesive and energizing on-site experience.
- Comprehensive Rollout – Managed the creative and production pipeline from ideation to launch within a three-month timeline.
Analysis
Results
- Exceeded Attendance Goals – Surpassed the original sign-up target by 200%, indicating strong resonance with both audiences.
- Strengthened Workforce Partnerships – The event directly facilitated new partnerships between Ascend Indiana, EmployIndy, and key Indianapolis companies, expanding long-term opportunities for local talent.
- Cohesive Brand Presence – Delivered a unified event identity across all touchpoints, reinforcing the event’s purpose and energy.
- Rapid Execution – Achieved full brand creation, marketing rollout, and event execution within an accelerated timeline without sacrificing quality.
Personal takeaways
- Visual tone can define an event’s energy – Strategic color and composition choices helped position Untapped as bold, urgent, and inspiring.
- Clarity connects audiences – A succinct, benefit-driven tagline anchored all communications and ensured both primary audiences understood the value proposition.
- Speed doesn’t have to sacrifice quality – With tight planning and efficient collaboration, we executed a high-quality event experience under a compressed schedule.