Facing Race Conference
- Experiential Design -
Challenge
Facing Race is the nation’s largest racial justice, racial equity conference. The conference brings in 5,000+ attendees. My challenge was to come up with a look and feel for the conference that associates with the conference theme for that year and apply that to the interior and exterior of the convention center. This includes a combination of print material, experiential, and digital spaces. An additional challenge was to create attractive directional signage that would easily navigate 5,000+ attendees in and around the convention center to many events happening throughout the conference days. Along with creative I also was in charge of managing our general contractor, print vendors, videographer and photographer, and audio visual needs.
Solution
My solution to this challenge was to start by converting the company iconic “Whip-It! Girl” image to vector in order to make the image more readily available. I then developed a unifying theme for all of the product packaging lines, that being a white margin at the bottom of all packaging, cohesive type treatment and use of company colors. The results were a steep increase in sales, acclaim from vendors who saw an increase in store traffic due to the continuity of the new packaging and a product line that is now easily recognizable and associated with the brand.
Role & Tools
Role: Creative direction, design. Vendor procurement and management.
Tools: Illustrator, Photoshop, Acrobat
