Alright – so today we’ve got the honor of introducing you to Kaitlyn Boyer. We think you’ll enjoy our conversation, we’ve shared it below.

Kaitlyn, appreciate you joining us today. So, let’s start with trends – what are some of the largest or more impactful trends you are seeing in the industry?

The Comeback of In-Person Brand Activations: Why They’ll Define 2025

The most exciting trend I’ve seen emerge—and reemerge—is the resurgence of in-person brand activations. While digital strategies and social media remain indispensable, the craving for face-to-face connection has reached new heights. This resurgence stems not only from a post-pandemic hunger for human-to-human engagement but also from its effectiveness in immersing audiences in a “brand world.”

According to Event Marketer’s 2024 report, 80% of companies plan to increase their event budgets in 2025, with many citing brand activations as their top focus. Moreover, a recent study by Splash showed that 75% of consumers are more likely to purchase from a brand after participating in an in-person experience.

Brands like Glossier have long been at the forefront of this trend. In 2024, they launched pop-up stores in cities worldwide. Each event was designed to mirror their digital aesthetic—soft pastel displays, mirrors etched with empowering phrases, and interactive makeup trials. These go beyond generating buzz – they drive real, long-term customer loyalty.

The Opportunities:
In-person events offer something no digital campaign can fully replicate: the ability to immerse customers in your brand story. Through tactile elements, scents, sounds, and personal interactions, you’re not just selling products—you’re creating an emotional connection.

For example, during an event, brands can now leverage QR codes or NFC (Near Field Communication) phone taps to collect contact info, build email lists, and direct attendees to online pages seamlessly. This bridges the gap between in-person and digital, ensuring your activation doesn’t just end when the event does.

Another golden opportunity? User-Generated Content (UGC). Every Instagram-worthy corner at an event becomes free advertising, amplifying your reach far beyond the attendees. A standout 2024 example was Nike’s ‘Move to Zero’ event in New York, where attendees could customize shoes made of recycled materials in an immersive sustainability-themed setup. The event hashtag garnered over 15,000 UGC posts, extending Nike’s brand message organically. A lesser-known tinned fish brand, Fishwife, put on a small popup event in NYC with Instagramable murals and branded food tasters, resulting in $100,000 in revenue in one week and over 10,000 new followers.

The Risks:
However, as exciting as this trend is, it isn’t without its pitfalls. The biggest mistake I see brands make is jumping into activations without a cohesive brand strategy. Picture this: two trendy brands decide to host a cutesy lemonade stand activation for Summer. While the setup might be visually appealing, it leaves attendees confused about what the brands mutually stands for. This disconnect results in wasted marketing dollars and missed opportunities. An in-person event is most impactful when it’s not just aesthetic, but also ties back to the brand personality and ethos.

Another misstep? Activations that fail to consider collaboration. Some of the most successful events leverage partnerships with like-minded brands, influencers, or creators to amplify their message and shared values.

How to Get It Right:
To succeed with in-person activations, brands need a strategy rooted in their brand world—the unique identity encompassing their values, personality, and visual language. Take Glossier, for instance. Their activations don’t just look pretty; they extend their community first mindset into tangible experiences.

It’s not just about big budgets or running ads—it’s about being intentional. From the smallest details (like the color of napkins) to the boldness of the overall concept, everything must align to reinforce your brand’s identity and reputation.

Check out some more of Kaitlyn’s favorite IRL brand moments here: https://www.instagram.com/reel/DEKqCV-v5IB/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

Kaitlyn, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

When I founded SUMMR Creative, I set out to combine my passion for design, data, and storytelling to help business owners craft brand identities and websites that not only resonate but generate a contagious enthusiasm around brands. My journey into branding wasn’t traditional—I didn’t come from a marketing background. Instead, my career began at the intersection of data science, UX design, and e-commerce, where I developed a deep understanding of consumer behavior, cultural trends, and how to design products and experiences that drive engagement.

With a degree in Design and Data Science from Cornell University, I’ve always been fascinated by the blend of analytics and creative thinking. This foundation gave me a unique perspective on branding: I see it as a fusion of art and strategy, where cultural relevance meets emotional connection and leads to some behavioral shift by potential customers.

What We Do at SUMMR Creative:

At SUMMR Creative, we help lifestyle, wellness, and food & beverage brands create impactful, cohesive identities that go beyond aesthetics. Our services include:

1. Brand Strategy: Crafting messaging and positioning that align with a brand’s unique value, vision, and audience.
2. Design: Developing visuals that capture the personality and essence of a brand.
3. Website Development: Building intuitive, engaging websites that serve as the cornerstone of a brand’s online presence and sales.
4. Launch Campaigns: Designing strategic digital or in-person rollouts that generate excitement and long-term loyalty.

We don’t just build brands—we create brand worlds and intellectual property. Brand worlds are immersive ecosystems where every touchpoint, from design to messaging to launch, strengthens the brand’s reputation and connection to its audience. Intellectual property, such as trademarked elements and a strong brand identity, increases your business’s valuation, establishes market differentiation, and becomes a key asset for attracting loyal customers and potential buyers. A well-developed brand isn’t just a marketing tool—it’s a long-term investment in your business’s growth and resale potential.

The Problems We Solve:

Many clients come to us feeling like their not successfully reaching their audiences, uncertain about how to differentiate themselves, or simply ready to upgrade their entire brand look and feel. Our work centers on aligning their purpose, personality, and strategy to build brands that don’t just compete but take the lead in their industry.

What Makes Us Different:

What sets SUMMR Creative apart is our holistic approach. We leverage data to uncover insights about consumer behavior and trends, using those insights to inform our creative decisions. This ensures every element of a brand we build—its story, design, and strategy—is both culturally relevant and emotionally compelling.

What I’m Most Proud Of:

I’m proud of how we’ve helped our passionate clients turn their initial ideas into dynamic, tangible brands that thrive. Whether it’s launching a new look, reimagining a website, or crafting a bold brand strategy from scratch, the work we do has a lasting impact—and that’s what drives me.

What I want aspiring business owners to know is this: Branding is your opportunity to create something bigger than a product or service—it’s a way to shape culture, inspire loyalty, and tell your story in a way that matters. For most business owners I work with, the business they create is satisfying, but the brand they craft around the business is the most fulfilling. At SUMMR Creative, we’re here to help you do exactly that.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

One of the biggest lessons I had to unlearn was my initial approach to finding inspiration. Like many new business owners, I fell into the trap of looking at others in my industry and thinking, “I need to do what they’re doing if I want to get where they are.” Social media makes this especially tempting—it’s a highlight reel that can make someone else’s strategy seem like the golden ticket.

But here’s the hard truth: when you copy what others are doing, you’re not standing out—you’re blending in. Worse yet, you don’t really know what’s going on behind the scenes of their business. I’ve had other service providers with 50K+ followers come to me, asking how I consistently book clients—while I’ve got fewer than 1,000 followers. That was a turning point for me.

The real shift came when I stopped looking at vanity metrics, like likes and followers, for validation and started focusing inward. I leaned into my unique message, crafted a playful, motivating tone that resonates with my specific audience, and prioritized value over trends. Instead of chasing what others were doing, I listened to my community and created content and services that spoke directly to their needs. That’s when the bookings rolled in—even without going viral.

Now, that doesn’t mean you shouldn’t do industry research or seek inspiration. In fact, I think it’s essential—but a trick I love is to look beyond your immediate industry. Some of my best ideas have come from studying completely unrelated fields and then challenging myself to figure out how those concepts can apply to branding and business strategy. It keeps my work fresh, innovative, and true to my vision.

For you, what’s the most rewarding aspect of being a creative?

For me, the most rewarding part of being a creative is seeing how much talent exists in the world. It’s awe-inspiring to be part of a community where brands are more global than ever and ideas are connected across culture, innovation, and creativity. I love that we can draw inspiration from anywhere, blending influences from all over the world to shape something entirely new.

What excites me most is experimenting alongside this global creative energy and challenging myself to connect it to business strategy and consumer behavior. It’s not just about creating art that makes people feel something—it’s about asking, “How do we make people feel an emotion and then take action?” It’s a fascinating puzzle to solve, designing these brand moments across digital and in-person touchpoints. The reward comes in seeing those designs come to life and drive meaningful community and impact.

Contact Info:

• Website: https://www.summrcreativehouse.com/
• Instagram: https://www.instagram.com/kaitlynthebrand/
• Linkedin: https://www.linkedin.com/company/summr-creative-house/

Image Credits

ROMINA MONTOYA ; MARIA NOVA ; SUMMR CREATIVE (FOR BRAND WORK)