What is a Step-and-Repeat? A Pro's Guide to Event Branding
When it comes to event branding, few tools offer a better return on investment than a step-and-repeat banner. These branded backdrops, often placed at entrances or photo areas, serve as a focal point for attendees and ensure your brand is front and center in every photo.
But a great step-and-repeat is more than just a banner—it's a production element. A bad one looks cheap and creates terrible photos. A good one, combined with proper lighting, creates a professional photo-op that benefits you, your sponsors, and your guests.
Here’s why it's a must-have for any event.
1. Enhances Brand Visibility and Sponsor Value
A step-and-repeat prominently displays your logo, event name, and sponsors in a way that’s impossible to miss.
Photo Opportunities: Guests love taking photos, and a step-and-repeat ensures your branding is in every shot.
Social Media Amplification: Photos taken at the banner are often shared on social media, giving your brand organic exposure to a wider audience, especially when paired with an event hashtag.
Sponsor Recognition: For sponsored events, a step-and-repeat is a key deliverable. It provides sponsors with high-visibility logo placement in photos that will be shared long after the event ends.
2. Creates a Professional "Red Carpet" Atmosphere
A well-designed step-and-repeat adds a polished, high-end touch to your event, making it feel more organized and professional.
Signals Importance: These banners are associated with high-profile events, giving even small gatherings a sense of prestige.
Memorable First Impression: Positioned at the entrance, a step-and-repeat sets a professional tone the moment guests arrive.
Defines a Space: It helps to define a "photo-op" area, guiding guests to a specific spot and keeping foot traffic flowing.
3. Encourages Attendee Engagement
A step-and-repeat isn't just a sign; it's an interactive element that encourages guests to engage with your brand.
A Fun, Shareable Activity: Guests are more likely to take photos when a dedicated, well-lit backdrop is available. It creates a fun, interactive experience.
Branded Keepsakes: Photos taken in front of the banner become branded keepsakes for attendees, keeping your event top of mind.
A Pro's Guide: What Makes a Good Step-and-Repeat?
Just having a banner isn't enough. As event producers, we know that how it's set up makes all the difference. Here are our non-negotiables for a professional result.
Tip 1: The Material MUST Be Matte. The biggest mistake is using cheap, glossy vinyl. As soon as a camera flash hits it, the banner will reflect a massive hot spot, ruining the logos and the photo. We always use matte-finish vinyl or, even better, a stretch fabric banner that absorbs light and looks professional from every angle.
Tip 2: Lighting is a MUST. A banner in a dark corner will result in dark, grainy, unprofessional photos. A step-and-repeat should be lit independently or in a well-lit area. Ideally you would have dedicated AV lighting to ensure the backdrop and the people in front of it are evenly lit, creating a bright, high-quality image every time.
Tip 3: The Design Needs to Breathe. A good step-and-repeat has a true "step-and-repeat" pattern, with logos spaced correctly. A jumbled, over-crowded design with too many logos (or logos that are too large) will look messy, and most will get cut off in photos.
Final Thoughts
A step-and-repeat is a powerful branding tool, but only when treated as a professional production element. When you combine the right matte-finish material with dedicated lighting and a clean design, you create a valuable asset for your brand, your sponsors, and your guests.
At Plato Media Co., we understand the value of strategic branding in production. Contact us today to learn how we can support your next event.
