360° Branding Campaign – NIC 2025 Spring Conference
Challenge:
Craft a brand that embodies the laid-back vibe of Southern California while seamlessly blending with the sophisticated style of the Marriott Marquee San Diego Marina.
Role:
Overall Creative Direction
Brand Development
Project Management
Graphic Design & Innovation
Illustrations
Wayfinding Layout
Logo and Branding:
The brand design used bright highlights to create an energetic but still welcoming feel. It’s all about setting the stage for meaningful connections and impactful learning, blending the laid-back California spirit with a polished, professional feel.
Digital & Social Media:
Through thoughtful digital design and cohesive storytelling, we crafted social media graphics, email templates, and interactive content that reinforced the brand’s calming, sophisticated energy. Every touchpoint—whether a motion graphic teaser, an engaging email invite, or a live event update on Instagram and LinkedIn—was designed to immerse our audience in the tranquil yet vibrant aesthetic of the event.
Sponsor Activation:
I collaborate closely with our sponsorship team and hotel print vendor to bring on-site activations to life—ensuring each touchpoint is a meaningful brand experience that delivers value to sponsors, engages attendees, and drives both visibility and ROI.
Large Video Walls:
We took advantage of large video displays on the hotel walls to promote upcoming NIC events, daily highlights and products. I took the lead on this project to create eye-catching animation that use the NIC brand but still meshed well with the overall conference brand.
Print & Digital Publications:
We design vibrant flyers and informative trifolds to highlight event details, while the program provides easy navigation with agendas and speaker bios. Our polished sponsorship prospectus outlines benefits, and the preliminary program offers an early look at the schedule. All materials maintain consistent branding and high quality to elevate the conference experience.
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).