2006
2006 HOW Design Conference
For the 2006 HOW Design Conference in Las Vegas, a bold, unified identity system was developed spanning every touchpoint—creating an impactful, fully branded Vegas experience.
Promotional Campaign
Creative Strategy
Photography
Campaign Strategy
Collateral
Event Planning
Marketing Strategy
Client /
F+W Media
For its first appearance in Las Vegas, the HOW Design Conference introduced the “Look Closer” campaign, inspiring attendees to re-examine their unfamiliar surroundings for creative fuel. As a part of the “Look Closer” campaign, my efforts were instrumental in scouting conference venues in advance of the event to help shape the attendee experience.
To build on the “Look Closer” concept, a series of design tours were created. Guided tours, led by local architects and designers, explored the history and design concepts behind prominent Vegas hotels and restaurants. Self-guided tour maps encouraged attendees to discover inspiration in everything from matchbook covers to architectural details.
The brand identity system I developed spanned print ads, collateral, apparel, signage, posters, a booklet, and presentations — all infused with local imagery and Vegas symbolism to tie the concept together. This immersive experience drew more than 3,500 designers, setting a new HOW Design Conference attendance record.
