360° Branding Campaign – 2024 NIC Spring Conference
Challenge:
Develop an energetic spring conference brand identity that can seamlessly integrate with a dynamic marketing campaign.
While it’s a fun challenge to develop a new brand that works across all mediums, having to do it twice a year can definitely be challenging. I started the creative process for the spring conference by drawing inspiration directly from the venue. The Dallas Omni’s modern vibe, warm colors, and natural light provided the perfect backdrop. I used these elements to craft a brand identity that seamlessly integrated with the space and effectively translated across all the marketing mediums we used to promote the event.
Role:
Overall Creative Direction
Brand Development
Project Management
Graphic Design & Innovation
Illustrations
Wayfinding Layout
Logo and Branding:
The color palette was built around rich purples and blues, accented with yellows, greens, and light blues that gave the brand a vibrant, energetic feel. The smooth curves of the design mirror the modern features of the hotel, ensuring everything felt cohesive and on-brand.
The three interconnecting shapes forming a circle symbolize the core business areas that participate in the event: Finance, Healthcare, and Capital Providers.
Digital & Social Media:
With a strong, cohesive brand identity, it allowed our marketing team to not just promote an event—but create a memorable story that engages attendees before they even arrive, ensuring a lasting impact and increasing interaction.
Event Design/Sponsor Recognition:
Event design is essential in shaping the overall experience of our conference at the Dallas Omni Hotel. My team was instrumental in designing the main stage graphics, signage, wayfinding, and sponsorship activations that align with the hotel’s aesthetic and the spring brand. I worked closely with printers, interior designers, installers and the hotel to ensure we created an immersive environment that felt both cohesive and memorable, reinforcing the brand at every touchpoint.
Print:
We worked closely with event marketing, sponsorship and outreach to develop assets designed to highlight event details, while the comprehensive program included agendas, speaker bios and maps for easy navigation. Throughout these materials, I ensured cohesive branding and high-quality design to enhance the overall conference experience.
Video:
To better convey what to expect at our unique conferences, I oversaw the internal and external creative production of short videos for our email campaigns that feature key highlights, speaker introductions, and logistical information. These have proven to prepare attendees for the conference and also provide another source for sponsorship opportunities.
Wayfinding:
When I first started planning events, I found it challenging to share, proof, and gather feedback on wayfinding elements and their placement. After researching, I discovered Genially, an online tool that features interactive maps to display signage visually. I now use this software to plan all signage and collaborate with colleagues, allowing them to interact with the map, provide feedback, and ensure the most efficient and effective placement of wayfinding signage. (click icons to view signs / right-left arrows to switch floors)