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Frontify presents: Inside BUCK and Eventbrite’s 10-week partnership
The partnership between BUCK and Eventbrite highlights the importance of collaboration in brand transformation, especially in a post-pandemic context where gathering people is pivotal. By immersing themselves in the creative process together, both teams were able to develop a new brand identity that resonates with diverse audiences while maintaining Eventbrite's core values.
The Brand Identity: Welcome to the sixth and final chapter of The Dialogue, a series presented in collaboration with the brand-building platform, Frontify. Across the series, we’ve been exploring the collaborative relationships behind exceptional brand design through paired conversations with creative partners, revealing how studios and clients work together to produce results.
For our closing instalment, it feels only right to land on a project about gathering people together – so fittingly, after nine months of exchanges with the studios and clients who’ve shaped the series, we sat down with both BUCK and Eventbrite to discuss their partnership in reimagining the global events marketplace’s identity from the inside out.
The project asked both teams to confront what it means to bring people back together after years of digital isolation, and to translate that ambition into a brand world expressive enough for every kind of gathering imaginable. BUCK and Eventbrite first connected in the spring of 2024, and both sides describe the chemistry as immediate. The first conversation happened over a video call, and Jessie Young, Former Director of Brand at Eventbrite, recalls the certainty that came with it. “BUCK’s reputation led us to engage with them, and I remember our first call with them, knowing they were the ones,” she tells us.
“Talented, creative and true partners. They invited us down to LA, and we jumped into a three-day brainstorm that kicked off this magical partnership.” For BUCK, the recognition was mutual. “We had a lot of admiration for each other from the jump, and we knew they valued craft and design,” Camille Chu, Group Creative Director at BUCK, explains. “It was a really unique time coming out of the pandemic, and as Eventbrite is a community-based platform, we saw a great opportunity to help bring people together.” That early in-person workshop in Los Angeles set the working pattern for everything that followed.
Rather than handing over a brief and waiting, Eventbrite immersed itself in the studio, picking apart the strategy together, prodding at what the brand could become. “Eventbrite came to us not just for execution but for transformation, and they gave us the room to make it meaningful,” Chu adds. For Young, the reason for picking BUCK in the first place was specific. “We needed a partner who could bring cultural relevance to Eventbrite while also maintaining our DNA.
They seemed to deeply understand this and genuinely care about our history in a way that made us have massive trust in them.” Eventbrite – a platform built around the idea of gathering – had found itself at a strange point. Awareness was high, but perception had hardened around a single function: it’s a place to buy a ticket. Shifting that perception meant rethinking nearly every visible element of the brand for two distinct audiences at once: the people throwing the events, and the people trying to find them. Internally, the scale of change generated its own anxiety.
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The article discusses a significant partnership that resulted in a brand transformation for Eventbrite, making it impactful and relevant for brand strategy professionals, while the collaborative approach is somewhat novel but not groundbreaking in the industry.