Founding Philosophy and Methodology
Founded in 2011 by Jessica Boskoff, 23 Layers emerged after her experiences working as a media buyer and later at Soho House in New York. This background informed the agency’s current methodology toward corporate event planning.
“We look at each event as an opportunity for compelling storytelling and design innovation,” Boskoff notes. This perspective has guided the agency’s selective approach to projects, allowing them to focus on creating experiences that communicate client brand narratives.
According to industry reporting, corporate event planners like 23 Layers view events as marketing tools that function alongside traditional and digital advertising. This integration helps connect brands to broader cultural awareness.
This methodology requires understanding each client’s corporate identity before beginning design work. Corporate event planners gather information about client values, positioning, and public image to ensure all event elements align with established brand identities.
Event Elements and Environmental Design
Corporate events offer specific advantages for brand communication compared to other marketing approaches. As described in “Using Event Design to Promote Brand Identity,” events are inherently experiential: “People literally step into an event and spend time there.”
Events place attendees within constructed environments containing multiple elements:
- Venue layout and physical space
- Lighting systems and visual displays
- Audio components including music and presentations
- Food and beverage offerings
- Interactive stations and activities
- Promotional materials and take-away items
- Performances, panels, workshops and demonstrations
The combination of these elements creates what 23 Layers describes as a “cohesive” experience. According to industry materials, “If chosen and executed carefully, these elements and countless others can tell an effective story and leave event attendees with an experience that is entirely consistent with corporate branding.”
23 Layers has worked with clients across sectors including technology, retail, and media. Their client list includes companies like Google, Spotify, Walgreens, West Elm, BuzzFeed, and Microsoft. Industry observations note that 23 Layers “has a history of approaching events for clients […] in radically different ways,” demonstrating adaptability to different brand requirements.
Their event work extends beyond local projects to global settings, including industry events like Cannes Lions across North America, Europe, and Australia.
Team Structure and Organizational Culture
23 Layers maintains a team structure that includes both production specialists and design professionals. This organization allows the agency to address both creative and logistical components of event planning.
Regarding team management, Boskoff states: “Managing people effectively, putting them in positions to succeed, hiring people that are very good at what they do—those are all important factors when building a successful team.”
While managing international projects, the company maintains its base in New York City. “Our people are our driving force,” Jessica Boskoff explains. “Their passion, creativity, and sense of ownership propel them forward and gives them the opportunity for personal and professional growth.”
This operational approach extends to external partners as well. “Our vendors are an extension of our team,” according to Boskoff. “We’re constantly learning from their expertise, and finding ways for collaboration, which is key in helping us stay ahead of the curve as we anticipate our clients’ needs.”
Industry Recognition and Development Initiatives
Corporate event planners typically evaluate success through multiple metrics including attendance figures, client satisfaction, and brand impact measurements. These assessments examine how events communicated brand messages and whether they generated audience engagement.
23 Layers has received industry recognition including “Best Event Concept” and “Best Event of the Decade” designations. Boskoff has been included among the top 1,000 event professionals in the industry.
The agency has initiated educational programs focused on professional development within the event planning field. These workshops aim to provide knowledge-sharing and mentorship opportunities for emerging event professionals.
“What sets us apart is the scope of what we can do as an agency. We focus on what we’re good at, and the value we create,” notes Boskoff.
For organizations considering events as marketing opportunities, corporate event planners with experience in aligning event design with brand identity offer specialized expertise. In contemporary marketing environments, events provide opportunities for direct audience engagement with brand messaging.