”This was our first opportunity to showcase the rebrand at Annual Conference. The atmosphere was electric with vibrant branding that connected ASCD to the attendees on a personal level.

Thomas LytleASCD Creative Director

Step into the dynamic atmosphere of ASCD’s Annual Conference with a new brand, where energy electrifies, optimism thrives, and connections flourish, leaving attendees inspired and empowered to embrace the possibilities ahead.

Role: Creative Director
Key Results for 2022’s Annual Conference:

  • The conference attracted over 2,600 attendees, surpassing initial registration targets by a remarkable 30%.
  • The event boasted a diverse pool of attendees, including educators, administrators, policymakers, and industry professionals from across the globe.
  • Amidst the sea of positive feedback, one resounding theme emerged—the rebranding wasn’t merely cosmetic; it was transformative. By embracing a fresh visual identity and revamping content to reflect current educational trends, the conference not only met but exceeded expectations.

Branding and Acquisition

In leveraging a rebrand for conference acquisition, we undertook a strategic overhaul of our branding identity to align with the evolving landscape of our target audience’s preferences and expectations. Through market research and analysis, we identified key areas for enhancement, including visual aesthetics, messaging coherence, and brand positioning. By infusing our new brand identity with elements that resonated deeply with our desired demographic, we were able to generate heightened interest and engagement among potential conference attendees. This rebrand not only revitalized our image but also facilitated clearer communication of our value proposition, ultimately driving increased attendance and participation in our conferences. Through consistent reinforcement of our redefined brand across various channels, we successfully attracted a broader audience base, solidifying our position as a leading player in the conference industry.

Video collaboration with ismart productions.

The Show

As the Creative Director for an onsite conference, my role encompasses strategic planning, budgeting, branding, and curating the attendee experience. Beginning with meticulous planning, I collaborate with cross-functional teams and vendors to develop a cohesive vision for the event, ensuring alignment with organizational objectives and audience expectations. With a keen eye on budget management, I allocate resources effectively to maximize impact while maintaining fiscal responsibility. Crafting a compelling brand identity that resonates with our target demographic, I oversee the design of all visual and thematic elements, from signage to promotional materials, to create a cohesive and memorable event experience. Central to my role is orchestrating the attendee journey, orchestrating every detail to deliver a seamless, engaging, and immersive experience that leaves a lasting impression on participants and fosters meaningful connections.

Show Reflection