Skip links


Answers to most of your questions

Yes,  The #eventcanvas is also available in a highly visual drag & drop web-based software format for online visual collaboration in teams that are geographically dispersed. We use for digitalising event Designs in an Event Canvas as well as to work on event design with geographically dispersed teams.

Contact us to create an account, create a mural and drag the #eventcanvas template directly into your collaborative mural. The library contains many more canvasses which might come in handy. You can now start to add post-its, links, photos, videos and much more.

Training session can be planned in your region or for your organisation. The European Premiere Event Design using the #EventCanvas Program was held at Nyenrode Business University in The Netherlands on July 3, 2014. The North American premiere of the #eventcanvas was at MPI’s World Education Congress on 5 August 2014 in Minneapolis where creators Ruud Janssen, CMM, DES and Roel Frissen, CMM launched the canvas in a Flashpoint General Session and a subsequent deep dive in an Event Design Certificate Programme. Since the creation of the CED- CERTIFIED EVENT DESIGNER EDC certification program has been created in 2015, practitioners have been certified to become Certified Event Designer. The EDC Level 3 programme to become a CED was initially launched by Event Design Collective in collaboration with San Diego State University and MPI.  In 2016 additional EDC programmes were launched in Canada at Ryerson University in Toronto and with the University of Amsterdam in the Netherlands. In 2016 the Event Design Certificate Young Professionals program has been launched for entry level event design professionals. All programs are eligible for Events Industry Council clock hours under the domain G: Meeting & Event Design . The programs have been highly acclaimed by the users with approval rating averages of 92% and  Net Promoter scores on average of +80.

There are now 4 levels of Mastery of the #EventCanvas Event Design Methodology.

For an overview of the upcoming and past events see the overview here:

Training is delivered through accredited trainers of Event Design Collective, the  Training & Consulting firm.

If you are interested in initiating an #eventcanvas Workshop or Masterclass in your area you can request our modes of operation by sending us an email at

The creators Ruud Janssen and Roel Frissen have established an Event Design Consultancy and Training firm named Event Design Collective GmbH tasked to develop and deliver event design resources and create and deliver training around the Event Design curriculum. Event Design Collective is one of the Event Design firms using the Event Canvas methodology and encourages other parties to become involved in delivering the mission of the Foundation.

To scale up the effort,  partnership opportunities are available to support Foundation to accomplish its mission.

Please note that by using the Event Canvas you agree to limit your use of the #eventcanvas under the creative commons Attribution – Non Commercial – No Derivatives 4.0 license. Please note that the use of the free #eventcanvas is limited to personal, non-commercial use. For commercial use of the Event Canvas please contact us for licensing options or see the pricing options here.

Over 5,500 users have adopted the use of the #EventCanvas across the global since launching on 14 Feb 2014.

The #eventcanvas can be printed out on a large surface so groups of people can jointly start sketching and discussing event model elements with post-it notes or board markers. It is a hands-on tool that fosters understanding, discussion, creativity, and analysis between the meeting owner, the team and other stakeholders involved in designing, creating and evaluating the event.

The #eventcanvas was created by Ruud Janssen and Roel Frissen which builds on the visual framework initially proposed by Alexander Osterwalder’s Business Model Canvas based on the earlier work on Business Model Ontology. Please note that by using the Event Canvas you agree to limit your use of the #eventcanvas under the creative commons Attribution – Non Commercial – No Derivatives 4.0 license. Please note that the use of the free Event Canvas is limited to personal, non-commercial use. For commercial use of the Event Canvas please contact us for licensing options or see the pricing options here.

The creators of the #EventCanvas have developed the #EventCanvas by assessing and assimilating relevant components of existing models and theories and putting them into a logical context. They took on the challenge called upon at the Business Design Summit for the call for toolsmith to create models and turn the models into tools. Event Design Collective is a movement started by Ruud Janssen and Roel Frissen in 2013. As seasoned meeting and event industry professionals they are change makers with an entrepreneurial spirit.

“We witnessed the growth of the industry in the last two decades. Many research pieces and theories have been published. The industry is craving for recognition and very well on its way to get recognised. Recognition depends on research and proven business cases. Let’s build them together! We are at the crossroads of numerous brilliant initiatives including Business Modelling, Meeting Design, Meeting Architecture, Service Design, Content Design and Event ROI. Yet, we do not have a common language.” Let’s create a visual, user friendly language and tools for crafting innovative and sustainably successful events.

The #eventcanvas™ is intended to stimulate the creation of a common visual language that can be used by the Event Owner and the Event Planner team. The canvas allows event owners to tell their event story in 60 seconds or less using a visual language.

Currently the words get in the way and there is a desire for a common language to discuss, design and prototype events in order to come up with the best possible event design by Event Teams and their stakeholders.

#EventCanvas is the hashtag for the #EventCanvas™ initially created by the team at Event Design Collective. The creators believe the meeting profession is a serious profession, without serious tools. It is their vision to create a common language for events. Highly visual & open source. To enable the widespread use of the #EventCanvas™ the creators have setup the Foundation.

The Foundation is the organisation that enables anyone to download the #EventCanvas™ for free under a 4.0 Creative Commons Attribution, Non-Commercial, No Derivatives license worldwide. It’s sole purpose is to promote and support innovation in the field of Event Design.

The Foundation supports and enables the creation of a common visual language for events using the #EventCanvas.

It is tasked to provide the funding and resources to enable research, training and to make the Event Canvas and the methodology available to as many practitioners as possible. Ultimately, it enables teams across all geographies to design events that matter using a common methodology and template.

It is a not for profit foundation under establishment in the Netherlands (Stichting Event Canvas Foundation).

To support the cause, the foundation accepts donations from donors to enable scholarships, development and evangelism for Event Design and the Event Canvas.

We wrote the Event Design handbook (Frissen, Janssen, Luijer). This visual handbook demonstrates the why, how, and what of event design with the help of real world application and case studies that exhibit effective event design. It will change the way you think about how events change the world you live in.
“This book stands out of the crowd of recent design/business books because it is so specific and actionable. I have found myself recommending it to colleagues and clients when it is time for them to plan important leadership offsides, meetings and events. Bringing people together is a time-consuming and expensive endeavor, and when you do that, you owe it to yourself to ensure the most impact possible. This book will help you do that.”
– Dave Gray
You can order your copy online in most on-line bookstores. We recommend

The #eventcanvas in words:

The #eventcanvas is a strategic management template for developing new or documenting existing events and conference models.

It’s a visual chart with elements describing an event’s promise, how it helps stakeholders to get their jobs done, resolving pains and creating gains within a set framework of commitment and expected return. The canvas articulates how the behaviour changes as a result of having participated in the event as well as stating the required levels of satisfaction against expectations. Additionally the canvas outlines the costs and expected revenues in relation to the customer journey (service design) and the instructional design of the event.

The Canvas helps organisations align their activities by illustrating potential trade-offs of their events.  Building a thorough #eventcanvas can be achieved through a 10 step #eventcanvas methodology where the team involved in the event systematically analyses, describes and outlines the inputs for the components in the final canvas prototypes. The methodology is sequential and makes use of a range of visual thinking techniques including Empathy Mapping (courtesy of xplane), Value Proposition Canvas (courtesy Osterwalder), event ROI methodology (courtesy Phillips ROI Methodology), the Business Model Canvas (courtesy of Osterwalder), Service Design Canvas (Stickdorn & Schneider) and Instructional Design Model (Dick & Carey).

The #eventcanvas was created by Ruud Janssen and Roel Frissen which builds on the visual framework initially proposed by Alexander Osterwalder’s Business Model Canvas based on the earlier work on Business Model Ontology. The #eventcanvas is available free download under a Creative Commons 4.0 license at

The #eventcanvas is not replacing anything that already exists. It is creating a visual approach and a framework for discussion and design which embraces relevant existing theories and models and makes them applicable in everyday circumstances for event owners and their stakeholders.

Return to top of page