Events | Corporate |

Aramark Brand Launch Meeting

Aramark | Las Vegas | 2014

For the first time in decades, Aramark Corporation underwent a major corporate rebranding.

What It Was

For the first time in decades, Aramark Corporation underwent a major corporate rebranding. The leading American foodservice, facilities and uniform supplier introduced its sales team to the new branding at a two-day event attended by 2,500 associates. Held at the Mandalay Bay Resort and Casino, the event included a sales meeting, a brand experience, and evening entertainment by Earth, Wind & Fire, Natasha Bedingfield and Rascal Flatts.

What We Did

Lightswitch was tasked with lighting the entire event by two different producers. We partnered with longtime collaborators Executive Visions Inc. to illuminate the general session and entertainment and with Chicago Scenic to design lighting for the brand experience. The EVI-produced business meeting and entertainment portions of the event were held on the same ballroom stage. We used a flexible, automated system to add high-energy illumination to the daytime sales meeting and dynamic lighting to the nighttime shows, which included Earth, Wind & Fire and a sports-themed, tailgate party headlined by Rascal Flatts. In the adjacent expo center, Chicago Scenic created a multi-dimensional experience for attendees to immerse themselves in the new brand. We used a combination of warm-white LED and daylight sources to provide clean, crisp illumination that unified the different aspects of the brand experience, including hands-on demonstration areas and a uniform fashion show. Pops of red accent lighting were a visual reflection of the Aramark color palette.

Why It Worked

Even though the event was produced by two different production companies, Lightswitch was able to seamlessly integrate each portion of the event using a “brand-centric” approach to the lighting design. Capitalizing on our extensive experience designing corporate events, trade shows and live shows, we created a comprehensive lighting plan that maximized efficiencies of scale and set the stage for the celebration.