My Role
For two years, I led the creative and design direction for JMM Investor Events—exclusive events targeted for high-net-worth investors to connect with ASX-listed companies across Australia. I was responsible for shaping the overall vision and bringing it to life—from initial concepts and branding, to marketing, websites, video production, and event execution. I coordinated a multidisciplinary team of freelancers, including designers, photographer, videographer, photographer, web developer, to venue managers and entertainers. My responsibilities involved bringing diverse concepts to life, overseeing every aspect of creative execution, and directly liaising with clients to ensure each event was delivered seamlessly.
Backstory
Stuck in the Noise of the Financial Industry
JMM is a boutique investor relations company with strong roots in the financial industry, largely built through word of mouth. While this approach earned trust, it wasn’t enough to stand out in an increasingly competitive and niche market. They needed a stronger presence to attract new clients and investors—and to differentiate themselves from the crowd.
Previously, JMM hosted a few investor events each year. While the feedback was positive, the events were inconsistent, costly, and primarily served marketing purposes without generating real profit. At that time, my involvement was limited to creating marketing collaterals of the events.
Designing Events That Deliver Real Business Value
In 2023, I was asked to step in and rethink the entire event strategy to bring innovation and a stronger digital presence. The goal: elevate JMM’s credibility in the industry, drive new business, and transform the events into a sustainable, revenue-generating arm of the company.
I was tasked with leading the end-to-end digital and creative direction of the events. This included concept development, branding, website design, managing a large team of freelancers (designers, videographers, photographers, and venue managers), and overseeing the final physical and digital delivery of the events.
Through this expanded role, I led the team in delivering a series of successful events across Australia, helping JMM grow their visibility, strengthen their industry credibility, engage a broader network of investors, and secure new clients.
Process
Stage 1:
Define the Event Vision
Collaborated with the internal team to shape the event concept and creative direction.
Developed the event’s design theme, translating it into a cohesive visual identity across all marketing and event materials.
Stage 2:
Bring the Concept to Life
Directed graphic designers to adapt the visual theme into marketing collateral, client presentations, event signage, and digital assets.
Worked closely with the marketing team to craft a digital strategy aimed at driving client interest, participation, and registrations.
Stage 3:
Promote and Prepare
Launched promotional campaigns across JMM’s investor network and extended partner networks.
Coordinated venue bookings and managed external freelancers, including videographers, photographers, entertainers, and venue managers, ensuring creative alignment with the event’s theme.
Stage 4:
Deliver the Event Experience
Managed timelines, budgets, and team coordination to ensure smooth event execution.
Acted as the main point of contact for client approvals on design and digital assets before and after the event.
Stage 5:
Extend the Event’s Reach
Oversaw the final delivery of post-event materials, including event videography, client presentations, and highlight content.
Published and shared event content across multiple platforms to maximize traction and brand exposure to a wider audience.
Marketing Materials
Various Design Concepts for different investor events across Australia
Event Promotion Animation
Marketing Material
Sydney Opera House
Sydney Opera House
Clock Tower, Sydney
Noosa
The Outcome
All results were measured using JMM’s internal event data, client acquisition reports, financial statements, and media coverage records.
Increased the number of investor events by 3× within two years.
Doubled event-driven profits within two years, according to company financial reports.
Boosted investor engagement and brand credibility, leading to a significant rise in investor inquiries tracked through marketing and client onboarding data.
Expanded JMM’s client base, with new clients acquired directly from event presenters and attendees.
Consistently attracted 150+ investors per event, driving greater visibility and industry recognition.
Increased media coverage, including major Australian outlets such as The Australian and Stockhead.
Elevated JMM’s reputation, enabling the company to secure iconic venues across Australia including the Sydney Opera House and the Museum of Contemporary Art for its events.