ATD2018 International Conference & Exposition
Creative Direction | Brand Identity | Event Design
Project Overview
The ATD International Conference & Exposition is the largest event for talent development professionals worldwide, bringing together thousands of attendees for learning sessions, networking, and industry insights.
For the 2018 conference in San Diego, a comprehensive visual identity was developed to support the event experience across digital platforms, print communications, and on-site materials.
My Role
Led the creative direction and design development for the ATD2018 conference brand, establishing the event’s visual identity and overseeing its implementation across marketing materials, digital platforms, and attendee communications.
The project required developing a flexible visual system that could scale across a wide range of publications while maintaining a cohesive identity for the conference.
Creative Approach
The visual identity was designed to reflect the energy and scale of the global conference while maintaining clarity across complex event communications.
Bold color, structured typography, and dynamic graphic elements were developed to create a recognizable event identity that could be applied consistently across print materials, digital platforms, and on-site conference assets.
Key Deliverables
ATD2017 conference identity and visual system
75th anniversary logo and lockups
Conference website
Wayfinding system
Marketing brochure and invitation materials
Event program guide and attendee package
Conference collateral and promotional materials
Logo
The ATD2018 identity system included both the conference logo and a commemorative 75th anniversary logo, developed to debut alongside the San Diego conference.
The identity system included multiple lockups and tagline variations to support flexible use across marketing materials, digital communications, and event signage.
Website
The conference website served as the primary hub for attendee information, including session schedules, speakers, and event details.
I directed the creative development of the site form wireframe planning and visual design through prototypes, development reviews for desktop and mobile, testing and launch, ensuring the final experience aligned with the established visual identity.
Brochure
A promotional brochure was developed to introduce the conference program and highlight key themes, sessions, and speakers.
The publication combined editorial layout, event photography, and clear information hierarchy to communicate the breadth of the conference experience.
Program Guide + Attendee Package
The conference program guide served as the primary reference for attendees, outlining sessions, speakers, sponsors, and event logistics.
The guide was included as part of the attendee welcome package and designed to balance large volumes of information with clear navigation and readability throughout the conference.
Project Impact
The ATD2018 visual identity established a cohesive design system for the conference, supporting attendee communications, marketing materials, and on-site event experiences for one of the largest global gatherings of talent development professionals.