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Answers to most of your questions


Why use the Event Canvas™️ Methodology?

In a changing event industry landscape, event owners are faced with the need for change and are their event teams are challenged with the need to understand how to implement that change in their events.

The Event Design Collective uses the three stage Event Canvas™️ process that we teach event teams or work with them directly on applying the process in their organisation. The methodology allows them to get a grip on how their events create value and how to measure success by looking at behavioural change.

Ultimately, through applying the methodology these event teams become change makers and confident leaders using event design in their own organisation.

Why an Event Canvas™️?

The Event Canvas™️ 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.

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.

Who created the Event Canvas?

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.

What’s the motivation and what are the core ingredients driving the Event Canvas?

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.

Can I read more about your methodology?

We wrote the Event Design Handbook, Systematically Innovate your Events Using the #EventCanvas (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.
For free shipping of the book we can recommend:

General Information

How many people have used the Event Canvas™️ since the launch in 2014?

Thousands of users have adopted the use of the Event Canvas across the global since launching on 14 Feb 2014. See the latest stats here:

How can I best work with the Event Canvas™️?

The Event Canvas™️ 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.

Can you explain the Event Canvas™️ very quickly?

Yes we can, just press the play button.

The Event Canvas explained in a video format

Not finding the help you need?

+4.509.120.6705 - (Monday - Friday) 9 to 21 (CET)