The global bespoke corporate brand activation market is projected to achieve $526.1 billion by 203, representing a promising opportunity for entrepreneurs specializing in luxury event production and luxury lifestyle experiences.

Luxury brand activations transcend extravagant budgets and lavish décor, reflecting a sector undergoing transformative growth on a global scale. These exclusive events serve those searching for fastidiously tailored experiences that transcend mere financial resources, which they’ll then share with their customers. According to Bizzabo research, over 70% of event industry professionals browse live events as essential elements of their marketing activities. Customers are increasingly demanding unique experiences and personalized strategies based on their preferences, geared toward achieving results that improve brand visibility and drive sales.

Raven White, founding father of The Envision Firm, is a visionary and chief experience officer (CEO). Originally from Baltimore, Maryland, and armed with engineering and computer science degrees from Howard University, White initially began a profession on the CIA that seemed far faraway from creating events and experiences.

In an interview with BLACK ENTERPRISES, White shares his journey from engineering to entrepreneurship, the evolution of his company and the impact events have had on improving brand visibility, recognition and financial performance.

From engineering to extravagance

Envision’s Journey White’s path to becoming a figure within the luxury events and bespoke lifestyle industry is as unique as the experiences she curates. Reflecting on her journey, White says, “I thought then that I would be an engineer for the rest of my life.” However, her profession took a turn as she moved from her years on the CIA’s Central Intelligence Agency to pursuing her passion for curating high-end events. While working on the CIA from 2005 to 2015, White began as a systems engineer and moved to the project management department after earning her skilled project management certification (PMP) and a master’s degree in technology management from the University of Maryland.

Her interest in event curation was developed during her wedding, which White planned for 2013. The response from wedding guests was “crazy,” White says enthusiastically. “People wanted me to share information with them about my wedding planners, but they were speechless when I told them I had it planned.” Shortly after her wedding, people began asking White to plan personal events, which she slowly began doing part-time while remaining fully committed to her CIA profession.

Based in Washington, D.C., which attracts elites from the federal government and personal sectors, large groups and tourists, White believed her business would quickly take off when she left the CIA in 2015 to pursue her dreams full-time.

“Ironically, when I started the agency, I thought people would come because I lived in Washington, D.C., where I could help create the lifestyle of diplomats and big-chain clients who were visiting the area,” notes White.

The engineering and manufacturing backgrounds could appear very different, but White combined their similarities, particularly in project management, problem solving and creativity, to start out landing high-end clients.

Broadening your horizons

What began as a modest enterprise has evolved into a multi-faceted agency spanning event planning, production and luxury lifestyle services. Raven says, “The events side was solely focused on event planning and has now expanded to include event production services.”

Envision’s evolution reflects White’s journey of discovery as she dared to maneuver beyond her original vision and embrace the expansive world of luxury living. “I started reaching out to customers, prospects, partners and financial institutions to identify a gap or need. I started learning more about the top 5% of people in the world and how they do business,” White said.

White’s research and expertise has enabled her to secure clients including VISA and Monumental Sports, as well as create high-net-worth lifestyles including access to superyachts, private aviation, global events such as the F1 Monaco Grand Prix and Art Basel, through her global consulting services – President’s Club. According to Forrester research, trade shows and events are the second simplest tactic within the marketing mix, after a company’s website.

“The great thing about bespoke events is that they allow brands to get direct feedback from attendees,” notes White excitedly. “Participant satisfaction is one of the greatest measures of success!”

Raising your brand through experiences

Events are essential for brands that want to please audiences and construct an emotional connection. Raven highlights the important thing role of bespoke events in constructing brand awareness, stating: “Events are key to raising brand awareness.” 65% of consumers surveyed by Live Marketing prefer live events because brand understanding far outweighs TV and digital promoting methods. By infusing brand storytelling into immersive events, The Envision Firm creates lasting experiences that resonate with attendees long after the doors close.

At the center of The Envision Firm’s success is a collaborative approach that prioritizes vision and client engagement. Raven emphasizes the importance of understanding customer goals and consumer demographics, stating, “Once we understand this, we can translate that story and message into a real-world, tailored event experience.”

With The Envision Firm, White is redefining bespoke branded events, one extraordinary experience at a time. By fostering open dialogue and leveraging modern ideas, The Envision Firm transforms visions into tangible, awe-inspiring realities that exceed expectations and generate revenue.

“The number one reason brands participate in events is to increase sales,” White emphasizes. Event tracking claims that 70% of users turn out to be repeat customers after a marketing experience, and White agrees. “Post-event analytics allows you to see customer efforts during events directly related to sales.”

Overcoming challenges and seizing opportunities
As with any journey, White acknowledges the challenges encountered along the approach to success. “The onset of the COVID-19 pandemic created unprecedented obstacles, prompting a rapid shift toward virtual events,” White says.

Through resilience and adaptableness, Envision delivered unparalleled virtual experiences that bridged distances and fostered connection.

Looking to the longer term, White exudes optimism and shares that “virtual events and digital marketing channels have not replaced in-person events. These channels only amplify it.”

By Envision CompanyWhite continues to create bespoke luxury events for clients, delivering one extraordinary experience at a time, and shares three easy suggestions that can help brands make an unparalleled planning impact.

1. Know what you desire to achieve – Understand the brand’s goal for the event

2. Who may have a role to play – vendors, speakers, invited guests all play a role

3. How you’re going to get known – reaching the specified goal group