PRODUCING EVENTS THAT BRING BRANDS TO LIFE
Transforming blank spaces into vibrant meetings and celebrations
A brand is so much more than a logo, corporate colors, or tagline. It often has an associated reputation and attitude. Those intangibles are what Marielle Shortell aims to bring to life every time she produces an event for her clients’ brands. The founder and CEO of Silver Lining Design Group delivers industry-influencing events for companies like Netflix, People magazine, MGM,
the Washington Post, TIME Inc., Syracuse University, and many others scattered across the globe.
“We’re selling a feeling when clients and consumers come to an event,” Shortell says. This means that every aspect of the production needs to be on point.
DESIGNING FROM FLOOR TO CEILING
Not to be confused with event planners, event producers are more like interior designers, she explains. They transform spaces into environments that represent a brand’s essence. From layout to furniture, flooring, lighting, signage, food, drink, music, and more, Silver Lining designs and delivers all the physical elements to make an event shine. The company has produced everything from promotional events to product launches to leadership galas, conferences, and fundraising dinners.
Although most event production companies are run out of massive warehouses in industrial parks, Shortell opted to locate her firm within an upscale showroom just outside Washington, DC, to give her clients a better sense of her aesthetic; her 7,000-square foot warehouse is just down the road.
What truly sets Silver Lining apart, however, is less the space and more the culture, which drives its capabilities and creativity, Shortell says. She likens her crew to a football team, with a head coach, offensive and defensive coaches, starting lineup, and people on the bench all working closely together to achieve a client’s vision. “We all recognize how lucky we are to be part of people’s celebrations,” she says, and her 12 full-time and 20 part-time employees are all committed to delivering events that take people’s breath away.
PUTTING CREATIVITY AT ITS CORE
Staying ahead of the game creatively is important, which is why Silver Lining employees have unlimited paid time off and are encouraged to explore and travel. Experiencing new cultures and visiting international destinations helps the company introduce fresh perspectives to its designs. The firm also looks to other industries for hints regarding coming trends, such as fashion, interior design, architecture, and hotel and restaurant design.
Investing in technology has also kept Silver Lining at the fore. Where competitors create curated look books and mood boards to convey their ideas, Silver Lining’s designers use cloud-based tools to render accurate sketches. The firm is already working on implementing the next step in picturing finished environments—virtual reality.
Silver Lining has had the good fortune to grow right alongside several of its clients. One such client, a translation firm, has been working with Shortell even before she established her firm in 2014. “We made their brand exciting and their products interesting,” explains Shortell. “We try to help amplify their brand message.” Over the last 14 years, Shortell has watched the company grow from an $8 million boutique to a $600 million powerhouse.
Silver Lining’s superpower? “Our team is able to see past challenges and find solutions quickly,” says Shortell.