Addressing the issues that impact designers and the design industry — a mission that launched multi-city master classes, an online learning resource and an annual conference called Sex, Drugs & Helvetica.

project overview

Alongside three fellow directors, conceptualized and executed a design conference aimed at upskilling professionals and inspiring college students to pursue careers in design and engineering.

Oversaw project management, including venue selection, speaker recruitment, budget management, marketing, and on-site logistics, resulting in a highly successful event that attracted over 1,200 attendees across Melbourne, Brisbane and Sydney.
In two years, achieved a 60% increase in ticket sales by leading cross-functional teams to develop a comprehensive marketing plan, including digital ads, social media promotions, email campaigns, and brand activations.
Led multi-channel advertising strategies, leveraging digital platforms, print publications, and strategic partnerships to maximize reach and engagement, leading to heightened visibility and positive press coverage in the Sydney Morning Herald, TimeOut Magazine, Desktop Magazine and IDN Magazine.
Worked with a design agency and freelancers to create promotional materials and ads aligning with the conference theme and messaging, resulting in a 66% increase in pre-event social media engagement.
Secured event sponsorship to cover all expenses by the fifth year from an initial seed funding of AU$25K through adept contract negotiation with corporate partners, vendors, universities, vocational institutions and private colleges.

Team

Managing Director: Zac Solomon
Director, Business Development: Nick Hallam
Director, Content Editor: Andy Murray
Director, Partnerships & Event Ops: Leisha Muraki
Editor & Copywriter: Cat wall
Designer: Alex Moshevlis
Illustrator: Antra svarcs
Illustrator Magdalena Ksiezak

Full case study below

development

Inspiration is wonderful, but empowerment is better. Too often the commercial realities of the design profession were overlooked, catering to the myth of eye candy. At the heart of Sex, Drugs & Helvetica was a goal to empower the design community through stories of process.

Over one day, six acclaimed local and international designers each presented a single project — from start to finish. Rather than a portfolio show & tell, speakers divulged the ins and outs of working on a project. From idea development, rejected concepts, and collaborations, to client meetings and budgets, speakers explored the real day-to-day challenges they encountered as designers and how they overcame them.

“While its title invokes the almost fetishistic qualities of typography, the Sex, Drugs & Helvetica conference offers a far more rounded series of vantages on graphic design and its associated interests and endeavours.”

— Dan Rule, Sydney Morning Herald

Actions

As one of four directors, I played a key role in developing the annual company strategy, standard operating procedures, and procurement methods for hires, volunteers, and vendors. I coordinated all event operations and logistics for a multi-city conference with an average of 1,200 attendees.

Together with Director Zac Solomon, I identified and managed relationships with targeted media outlets, including the Sydney Morning Herald, TimeOut Magazine, and IDN Magazine, which boosted conference interest, expanded our audience, and created partnership opportunities.

I led business development activities, including prospect research, partnership negotiation, cultivation, and finalizing proposals and budgets. By our fifth year, I secured partnerships with major universities and companies such as Fuji Xerox and Campaign Monitor, covering 100% of conference expenses.

“Sex, Drugs & Helvetica is an invaluable resource for designers. Whether you’re a novice, an expert, a freelancer or a studio. Sex, Drugs & Helvetica present experienced designers to share their insights with people who are passionate about great design.”

— Portable Studio

2015 Poster designed by Michael C. Place of Studio Build.

the design

Former SD&H speaker and founder of Studio.Build, Michael C. Place, designed the collateral for the 2015 conference. Drawing inspiration from the conference title, Place created a series of playful icons for each word, enhancing the event's overall theme.

“Without a doubt, the team at Sex, Drugs & Helvetica ran the best design conference I’ve spoken at. ”

— Michael C. Place, Studio Build

the success

With a single seed investment of AU$ 25,000, Sex, Drugs & Helvetica developed a conference framework and brand equity strategy to fuel eight conferences in Melbourne and Brisbane over five years.

The popularity of the conference gave rise to a masterclass series in Melbourne, Brisbane and Sydney. Instructors included Michael C. Place (Studio.Build), Cheryl Heller (School of Visual Arts) and James Greenfield (KOTO Studio). In 2014, we launched a content website with original online articles. In just a few months of its debut, the website had over 100,000 unique page views.

Featured speakers

JAMES GREENFIELD
STUDIO: Koto Studio
PROJECT: AIRBNB REBRAND

CHERYL HELLER
STUDIO: COMMONWISE
PROJECT: MFA AT SVA, NYC

BEN MILES
STUDIO: INTERBRAND
PROJECT: SKY TV NEW ZEALAND

FABIO ONGARATO & RONNEN GOREN
STUDIO: FABIO ONGARATO DESIGN
PROJECT: RMIT DESIGN HUB

MICHAEL C. PLACE
STUDIO: BUILD
PROJECT: PLUSPLUS TV

DEAN POOLE
STUDIO: ALT GROUP
PROJECT: AUCKLAND ART GALLERY

Addressing the issues that impact designers and the design industry — a mission that launched multi-city master classes, an online learning resource and an annual conference called Sex, Drugs & Helvetica.

Alongside three fellow directors, conceptualized and executed a design conference aimed at upskilling professionals and inspiring college students to pursue careers in design and engineering.

Oversaw project management, including venue selection, speaker recruitment, budget management, marketing, and on-site logistics, resulting in a highly successful event that attracted over 1,200 attendees across Melbourne, Brisbane and Sydney.

In two years, achieved a 60% increase in ticket sales by leading cross-functional teams to develop a comprehensive marketing plan, including digital ads, social media promotions, email campaigns, and brand activations.

Led multi-channel advertising strategies, leveraging digital platforms, print publications, and strategic partnerships to maximize reach and engagement, leading to heightened visibility and positive press coverage in the Sydney Morning Herald, TimeOut Magazine, Desktop Magazine and IDN Magazine.

Worked with a design agency and freelancers to create promotional materials and ads aligning with the conference theme and messaging, resulting in a 66% increase in pre-event social media engagement.

Secured event sponsorship to cover all expenses by the fifth year from an initial seed funding of AU$25K through adept contract negotiation with corporate partners, vendors, universities, vocational institutions and private colleges.

Managing Director: Zac Solomon

Director, Business Development: Nick Hallam

Director, Content Editor: Andy Murray

Director, Partnerships & Event Ops: Leisha Muraki

Editor & Copywriter: Cat wall

Designer: Alex Moshevlis

Illustrator: Antra svarcs

Illustrator Magdalena Ksiezak