The State Advocacy Summit had carried the same visual identity for years. The business unit wanted a design language that could hold its own in rooms full of physicians, policymakers and legislative leaders — bold, powerful, authoritative.
Concepts were developed across the design team and presented to the client. My concept was selected. I established a foundational visual system including color, typography and core visual elements, designed for long-term use and scaled across signage, banners, floor clings and communications. The system has been implemented across three consecutive years of the annual summit, driving 12% annual growth in attendance and engagement.
