Each year, our annual convention is built around a distinct visual theme that celebrates the pride and passion of our members. When the host city was unexpectedly changed midway through the year, the creative team and I were tasked with rapidly developing a new direction and rolling it out across a full suite of materials. The accelerated schedule demanded agility, teamwork, and a clear vision to keep the project on track.
Unlike a long-term branding program, our convention theme has only a one-year lifespan. Each cycle introduces new challenges, and this year’s sudden shift tested our ability to adapt. The short runway meant we had to balance bold creative ideas with streamlined execution, ensuring the theme felt both authentic and impactful despite the constraints.
As part of a smaller, more experienced team, we lead the ideation process—generating and refining concepts until a final direction was chosen. From there, I managed the brand asset phase, overseeing the creation, organization, and distribution of all design elements to ensure consistency across internal and partner channels.
Beyond the time pressures, one of the greatest challenges was capturing the playful spirit of a city known for its theme parks while navigating copyrighted properties. The final system achieved that balance, bringing the city’s energy to life through advertisements, digital media, print collateral, OOH placements, venue signage, plenary staging, merchandise, and every touchpoint of the convention experience.
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