Each year, my organization develops a unique theme for our annual convention, traditionally celebrating our members and their Lion spirit. However, this year, we launched a membership drive, and the theme needed to both honor our members and inspire them to grow the organization through recruitment.
Unlike a long-term branding project, the convention theme lasts for one year, covering both established deliverables and emerging needs, making it a dynamic, evolving initiative.
Unlike a long-term branding project, the convention theme lasts for one year, covering both established deliverables and emerging needs, making it a dynamic, evolving initiative.
For this initiative, I led and participated in the ideation phase. During development, I served as the lead designer, art directing additional concepts. Once a theme was selected, I led the brand asset management phase, ensuring all visual elements were finalized, organized, and distributed for internal and external use.
The visual system was applied across various deliverables, including advertisements, email and website styling, social graphics, print collateral, Out of Home (OOH) ads, venue signage and exhibits, plenary experience, salable merchandise, and all other convention materials.
Out of Home, Main Entrance, and Registration
