AIA San Diego Conference on Architecture
Visual Identity & Event Marketing Design
Overview
For AIA San Diego’s a’24 Conference on Architecture, I developed a bold and cohesive visual identity centered around the event’s theme: “Design for a Better World.” As the organization’s largest annual conference, a’24 brought together design professionals from across the region—and my work shaped how attendees experienced the brand, from first impression to event day.
Design Concept
The concept was driven by an intentional use of a 12x12 modular grid system, which formed the backbone of the design language and informed the layout of logos, signage, and web graphics. This structure allowed for flexibility while maintaining visual consistency across all applications.
A calming yet energetic color palette of greens and blues—drawn from nature and aligned with the conference’s sustainable focus—reinforced the theme and helped create a unified experience across physical and digital media.
Graphic & Marketing Deliverables
Event Branding: Developed logo variations, typography system (Gotham + Architype), color palette, and a complete branding guide.
Registration Page Design: Built the EventCreate registration page, ensuring visual alignment with the brand and a user-friendly layout.
Digital Promotion: Designed email graphics, social media templates, event headers, and sponsor promos.
Onsite Graphics: Created event signage, check-in displays, directional signage, and visual assets displayed throughout the venue.
Program Schedule: Designed the full event schedule and program, applying the grid system to keep content organized, accessible, and visually cohesive.
Sponsor Integration: Worked directly with sponsors to incorporate branding into the program, slides, signage, and digital content.
Event Support
In addition to design, I collaborated with the events team to finalize materials, support logistics, and ensure the brand was implemented consistently across all touchpoints during the conference.
This project highlights my ability to build and manage a full design system—from visual concept to execution across print, web, and live event formats.