FVMA Annual Conference 2024

95th FVMA Annual Conference – Branding Implementation & Enhancement

For the 95th FVMA Annual Conference, I was tasked with following the brand guide created by the Senior Designer and implementing it throughout all conference collateral, including printed materials, digital assets, and more. My goal was to maintain the integrity of the established brand while ensuring the design aligned with the unique characteristics of the conference venue and events.

Challenge: One challenge was incorporating elements of SeaWorld Orlando into the conference branding. Since the event was held at the Renaissance at SeaWorld Orlando, and attendees would be participating in SeaWorld tours, I had to find a way to subtly weave SeaWorld's identity into the design while maintaining the established conference branding. The goal was to excite attendees about the location and tours, without breaking branding guidelines.

Additionally, the previous designs received minor critiques, particularly the existing pattern, which was deemed not bold enough to create the visual impact desired.

Solution: To tie in SeaWorld Orlando, I subtly incorporated minor orca-themed graphics throughout the collateral, including in the premailer and video content. These additions enhanced the experience while still aligning with the core conference branding.

For the design improvements, I added gradients to the existing brick pattern to give it more depth and visual "boldness," addressing the feedback while ensuring the design remained cohesive with the original branding.

Outcome: The updated branding successfully captured the essence of both the conference and its SeaWorld Orlando location, resulting in positive feedback from attendees. The design adjustments met the requested boldness while maintaining the integrity of the established brand identity, ensuring the conference was visually compelling and memorable.