TRAVEL LEADERS GROUP

EDGE Conference

CONFERENCE BRANDING | PRESENTATION DESIGN

LEAD DESIGN : COLIN TUTTLEĀ  // CREATIVE DIRECTION : DARREN PRESS // ART DIRECTION : CAROLINE GORDON // COPYWRITING: JONATHAN HERMANN

For years, Travel Leaders Network put on a huge conference for all things travel industry related, and every year it was themed. For 2018 we decided to give the conference a permanent theme and update the design every year.

EDGE (Educate, Develop, Gather, Evolve) was born to build brand recognition for the event, and to lower year to year workload and budget.

Initial branding

I came into the project after the initial logo development and naming of the event and was tasked with developing the brand and creating a brand book to hand off to our events teams. Above is the brand book I created. It simply lays out the branding, and how to update for each location/year.

Since the logo and branding would be used every year, I came up with the idea of a rolling color scheme. For every year, we would have a primary color scheme, with two to three secondary color schemes. This way, some of the less important event materials could be reused for at least three years and still match the overall color scheme. This not only keeps the event looking consistent year to year, but keeps event costs down.

Presentation design

For the actual event, TLN uses a production company to provide a stage, lighting, and graphics display. This company needed significant art direction throughout the process, provided by me and the creative director. To get them moving in the right direction, I created a small creative direction book to inspire them.

The book contained PPT slide designs, stage mockup ideas, as well as some of the print and display graphics that were being submitted to other vendors.