Create compelling events that generate valued behavior.

Event Design Collective

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 behavior 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 an event.

How to Register for Courses

You may take any of the courses by selecting Event Design Level 1, Level 2, or Level 3 by clicking the register buttons below each course. To get more details on the differences between each EDC level course, watch a short preview video to your right.

Not ready to register? Take the next step with our One-hour #EventCanvas Design Overview Course, which provides all the comprehensive details you need to get you started towards becoming a certified event designer.

EDC Level 1 Course


Event Design - Level 1

Introduction to Event Design

Experience being in an event design team. Apply the Event Design using the Event Canvas™ Methodology on a case study. Explore Empathy Mapping. Identify the CHANGE of behavior per stakeholder. Then FRAME the event design challenge by locking in all the design constraints. Articulate the change required and then prototype various event designs. Come full circle as a team having applied the Event Design using the Event Canvas methodology with 6 roles and the Facilitation Kit.

Two interactive 4 hour introduction sessions of Event Design using the #EventCanvas™ Methodology as a basic skillset, including Stakeholder Analysis, Empathy Mapping, and using the Event Canvas for basic prototyping. After this course, you will have experienced what it’s like to be on an Event Design Team. You will be able to apply the #EventCanvas to articulate how your event can change behavior of the stakeholders.

What You'll Learn

  • Apply the Empathy Map, Event Canvas and Event Delta to analyse stakeholder behavior as a design team member
  • Prototype Event Designs to articulate the narrative of the event design
  • Be able to articulate the purpose of Event Design using the Event Canvas™ Methodology to demonstrate the value of an event.

EDC Level 1 Live-Online with MPI
$505 MPI Members | $705 Non-Members

April 25, 2024 | 9 AM to 4 PM Central

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MPI members can use code LevelUp for discounted tuition. Scholarships are available for financial hardships.
Book a time to  chat with EDCo about scholarships or ask questions about the Level 1 program.  


Event Design - Level 3

Ten Step Visual Approach to Event Design

The Event Design Certificate Program (Level 3) is an immersive three-day training course that will innovate the industry by teaching a systematic 10 step visual approach to event design for meeting professionals. Program participants will learn critical skills that will enable them to design events based on stakeholder needs and then prototype event designs using the #EventCanvas, a strategic management template for developing new or documenting existing events and conference models.

To earn the CED credential, you must complete both parts of the program, detailed below:

Step 1 – Training to achieve the EDC Certificate of Attendance

  • Pre-course 90 minute webinar with participants and trainers – Immersive Online 3-day program, complete agenda will be available online – leading to the EDC certificate of attendance – All program course materials

Step 2 – Application to achieve the EDC Certificate of Achievement and use the CED acronym (CED-Certified Event Designer) as a designation.

  • Using the #EventCanvas to document/design your case study – 6 months to complete an #EventCanvas of an existing event with the support of the #EventCanvas trainers online to achieve the EDC certificate of achievement and use the CED acronym as a designation -Post-program online case study review session. All successful program participants will be granted 24 continuing education clock hours in Domain G: Meeting & Event Design as defined by the Events Industry Council (EIC). Class sizes for the Certificate in Event Design Program will be kept to a maximum of 25 candidates to provide for maximum interaction, learning, and networking opportunities.


EDC Level 3 Course Dates | $2,250

June 24, 2024 | 9 AM UTC-5

June 26, 2024 | 5 PM UTC-5

Purdue Event Design Lab

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August 21, 2024 | 9 AM UTC-5

August 23, 2024 | 5 PM UTC-5


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Ruud Janssen

Ruud Janssen,

Switzerland based Entrepreneur Ruud Janssen, CMM, DES (1970) has been an innovator and game changer in the hospitality and meetings & events Industry since 1994. He is founder of the Event Design Collective GmbH (the event design consulting & training firm) with Roel Frissen aimed at creating a common language for meetings & events.

Email: ruud@edco.global

Roel Frissen

Roel Frissen, CMM

Netherlands based Entrepreneur Roel Frissen, CMM (1974) has been an innovator and entrepreneur in the meetings & events Industry since 1999. He is founder of the Event Design Collective GmbH (the event design consulting & training firm) with Ruud Janssen aimed at creating a common language for meetings & events.

Email: roel@edco.global

"I am forever changed by the experience. Attending the Event Design Certificate program has taken event planning for myself, & my organization to the next level. Whatever type of events you plan, you need to the event canvas in your life."

~ Naomi Love, CED

  Program and Events Manager, Stanford University

"The Event Canvas methodology empowers our teams to design and deliver innovative events for all stakeholders of the International Olympic Committee"

~ Panos Tzivanidis

Head of Hospitality, Events & Logistics, IOC - International Olympic Committee