Creativity fuels our success. And this is the team that designs and executes those wow-factor moments. Here’s a behind-the-scenes look at what they do and how they work.
What role does the Design Team play at Technical Elements, and when do you typically get involved in a project?
The design team at Technical Elements is responsible for the creative and technical design aspects of any event, including:
- Concept development and visual design (3D visualisations, CAD plans, video fly-throughs)
- Spatial and exhibition design (scenic builds, LED walls, branded exhibition stands, etc.)
- Technical planning coordination (feasibility, safety, etc.)
- Visual content design (graphics, layouts, etc.)
We get involved from inception to completion, working side by side with management, technical, and production teams to deliver creative and high-impact outcomes.
What information or input is most helpful for you to receive from clients at the start of the design process?
Getting as much information as possible right up front makes everything smoother later and leaves room for more creativity. Even if some things aren’t finalized right away, transparency and context go a long way.
The most helpful client inputs usually fall into a few key buckets:
- Goals and purpose of the event
- Audience details
- Brand guidelines or references
- Event inspiration
- The degree of creative freedom we have
- Venue details
- Event format (breakouts, hybrid, multi-day, etc.)
- Key program elements
- Budget range
- Top priorities (design, decor, video, etc.)
- Overall event timeline
- Approval process and internal stakeholders
- Preferred communication style
When clients share this degree of clarity early on, it allows us to move faster, propose ideas that are realistic and exciting, and avoid rework and misalignment later in the process.
How do you balance creative vision with real-world factors like budgets, venues, and timelines?
This balance is really the heart of good event design. We want to execute big ideas that actually work in the real world. We always begin by understanding the creative intent and goals first, what the event should feel like, and what it needs to accomplish those goals.
That vision is the event’s north star. From there, we pressure-test ideas against everything else to keep creativity purposeful rather than abstract. Here’s how we approach it:
- Designing natively with the venue, not against it
- Creating with the budget in mind, value-engineering when needed
- Lots of internal collaboration to measure creativity against execution
- Working within timelines and moving forward with what’s actually possible
- Being transparent about trade-offs and smart alternatives
What tools, software, or techniques do you rely on most during the design phase?
We lean on a mix of creative, technical, and collaborative tools. Our goal is to always move ideas quickly from concept and visualization to a build-ready reality, without losing the creative spark. Here’s our stack of the most valuable tools during the design phase:
- Adobe Creative Suite (mood boards, branding, scenic graphics, visual storytelling)
- Reference libraries and inspiration decks
- Vectorworks / AutoCAD (scenic, staging, floor plans, etc.)
- Venue Synthsys (mapping audio systems)
- Capture and Vision (concept models, spatial exploration)
- 3D renderings and fly-throughs (early event visualizations)
- Lighting visualization software (testing lights and angles)
- Value engineering iterations (making adjustments without losing impact)
- Shared cloud platforms (file sharing)
- Screen sharing (live design reviews)
What’s the most important tool of them all?
Experience and communication. Knowing what will work in a real venue, what’s worth pushing, and where to simplify comes from designing and building many events.
Tools help visualize ideas, but judgment keeps them realistic and impactful. The best design phase is when software supports the idea, not the other way around.
How does the Design Team collaborate with other departments at TE, such as production, warehouse, and repair?
Collaboration at TE is very hands-on and continuous. We on the design team don’t operate in a silo; we’re plugged into production realities from day one and stay connected all the way to the end.
Our goal with deeply embedded collaboration is to avoid/prevent any surprises when we arrive at the venue. Together, we run through early feasibility checks and solve problems. As schedules or scopes shift, design adjusts alongside production rather than after the fact.
What’s the most challenging part of designing for live events?
It’s always designing something that looks amazing on paper and still works perfectly in real life, under pressure. Live events are unpredictable. Other challenges are:
- Different venues
- Changing programs
- Human factors (presenters, speakers)
- Tight timelines and compressed rehearsal windows
- High-impact designs with quick installation
We only get one shot. If something fails, it fails live, in front of everyone. That raises the stakes on every design decision. We’re constantly juggling:
- Big creative ideas vs. budgets
- Custom looks vs. reusable inventory
- Ambition vs. safety and feasibility
The challenge is knowing where to push and where to simplify without diluting the experience.
We’re not just designing the space, we’re designing for the people in it. How audiences move, sit, see, and feel. How speakers interact with the space and how the crew can operate safely and efficiently.
A beautiful design that’s hard to run is actually a bad design in disguise.
We’d say the overall hardest part is that live events demand creativity, technical precision, and calm decision-making all at once. With zero margin for error. When it works, though, that’s also what makes it so rewarding.
What’s a design project or moment you’re especially proud of, and why?
There are a few moments that come to mind. Each project we take on brings its own unique challenges. And it’s fun and exciting to work through those problems with our client and see them start to get excited about their event, even if we’re still months away from being on site with them.
One project that stood out was the Interactive project from last year. Our client was hosting an event in multiple cities worldwide. The only request they had was to keep the design consistent across all cities.
The issue was that the design was too heavy for the Orlando ceiling. We went to the drawing board and developed a solution that:
- Preserved our client’s design integrity
- Satisfied the hotel and venue management
- Stayed within our client’s budget while meeting the deadlines they set.
It was a unique project, and it opened a world of possibilities we had to navigate to find just the right solution.
How does strong design contribute to the overall success of an event?
Strong design is directly tied to event success. It’s what creates a memorable, effective, and impactful experience from something that would otherwise be a boring, technical execution.
And strong design shapes almost every other part of the experience.
Visual, layout, and technical elements are all goal-oriented and aligned with desired event outcomes. It creates an emotional impact, establishing mood and conveying energy. That emotional framing makes the content and event messaging land harder.
What does a typical day look like for the Design Team?
A typical day is a mix of creative focus, technical problem-solving, and constant collaboration. Designers typically manage multiple projects at various stages, from early concept through final execution to on-site support. No two days look exactly the same.
- We love the creative work, including concept development, set design, mood boards, stage designs, and 3D models.
- We’re always connecting with project managers to align on scope, schedule, and priorities.
- Adapting designs in response to venue updates, budget shifts, or program changes as we value-engineer and troubleshoot issues before we’re on site.
- We manage file preparation for production, warehouse, and fabrication teams to build from, and review venue specs and event schedules, or attend walk-throughs.
A typical day is less about a rigid routine and more about balancing creativity with real-time pressures. It’s fast-paced and very connected to what’s actually happening in the field. That’s what keeps it interesting!
What do you enjoy most about working on the design side of event production?
We like that every project we take on is different. Even if it’s a repeat show that we produce each year, it still offers a new set of creative opportunities.
What we do helps sell the show and get the client excited and on board with the design early in the process. Some projects are years in the making, and some are just a few weeks away, but it’s fun to always be involved at some level with each one.
It’s also exciting to experiment with our gear and make it do something you’ve never done before, especially with how fast technology is changing. There’s always something new to learn and try!
Learn more about event design with this stellar team at Technical Elements.