Plan Around Attendee Activities
Organize the Center around browsing, learning, asking questions, and connecting with ASCD. Coordinate the bookstore and activity areas as parts of one environment.
Design
ASCD Conferences
ASCD Creative
Challenge
ASCD needed a cohesive conference experience that helped educators discover resources, connect with the organization, and navigate a busy exhibit hall. The work included revamping ASCD Center and its bookstore, managing signage for three major conferences and smaller events, and connecting the event environment with marketing, print, and advertising.
Creative Strategy
Treat the conference as a connected experience, from the first promotional impression to the spaces attendees use on site. ASCD Center brought resource discovery, demonstrations, author interactions, and membership services together. Space planning and environmental graphics gave those activities a shared visual identity while helping attendees recognize where to go and what they could do.
Design Approach
The work operated at several scales: bookstore displays and demonstration areas, overhead identification and conference signage, printed programs, and digital applications. A consistent hierarchy of brand, event, and activity information allowed each format to serve its purpose while remaining part of the same ASCD experience. A two-page promotional advertisement used photography, bright color, and a dynamic grid to introduce prospective attendees to the conference experience.
My Role
Art Direction, Space Planning, Exhibit Design, and Signage Management. Art Direction and Design for the conference advertisement.
Collaborators
Design: ASCD Creative. ASCD Center production drawings: Freeman.
The Approach
Insight into ideas.
Ideas into experience.
Translate the Brand Into Space
Develop environmental graphics for display structures, demonstration areas, and overhead identification, considering how people encounter information at different distances.
Connect the Conference Materials
Carry the event identity across signage, program materials, marketing, and digital applications, with consistent visual cues across formats.
Selected Creative
A closer look
at the work.
The Result
Creative with
a clear purpose.
The work delivered a redesigned ASCD Center and bookstore alongside a coordinated family of conference materials. The selected examples show the breadth of the engagement across physical space, environmental graphics, print, and digital design.