Techknowledge 2017
Creative Direction | Brand Identity | Event Design
Project Overview
ATD TechKnowledge is an annual conference focused on emerging technologies and innovation in workplace learning, bringing together learning and development professionals to explore new tools, platforms, and approaches shaping the future of talent development.
The 2017 conference ran January 11–13 in Las Vegas, drawing roughly 1,500 talent development professionals across more than 70 education sessions. For an event of that scale, a comprehensive visual identity was developed to support attendee communications, marketing efforts, and the on-site conference experience.
My Role
As Senior Graphic Designer at ATD, I took ownership of the TechKnowledge 2017 conference brand from concept through execution. The creative director gave me the autonomy to lead the project directly, trusting my judgment on direction — I drove the creation and implementation of the event identity across digital platforms, print communications, and attendee materials.
The project required developing a flexible visual system that maintained consistency across multiple touchpoints while supporting the conference's technology-focused theme.
Creative Approach
The visual identity was designed to reflect innovation, connectivity, and the rapidly evolving nature of learning technologies. I developed a modern design system incorporating bold typography, geometric forms, and vibrant color to create a recognizable conference presence across marketing materials, digital experiences, and on-site assets.
Because the TechKnowledge brand evolved annually, I designed the identity to work within an established framework while introducing a distinct visual expression for the 2017 event.
Key Deliverables
TechKnowledge 2017 conference identity
Logo system and lockups
Conference website
Marketing brochure
Postcard invitation
Advertising materials
Program guide and attendee package
Logo
I designed the TechKnowledge identity as part of an evolving conference brand system, keeping the core logo consistent while incorporating event-specific elements for the 2017 conference.
I grounded the look and feel in the conference's tech and innovation focus — pulling geometric forms and a vibrant, digital-forward color palette from that theme to signal a forward-looking, technology-driven event rather than a traditional conference identity.
The final identity included:
Conference logo with event year
Standalone logo for broader program applications
Website
The TK2017 website was designed to provide attendees with all conference information. It was developed in-house by the web design team, and I provided creative direction throughout the entire process — wireframe, content and copy, prototypes, dev link reviews for both desktop and mobile, testing, and launch — until the final result matched the approved design.
Brochure
A promotional brochure was developed to introduce the conference program and communicate key themes, featured sessions, and emerging trends in learning technology.
The publication balanced editorial content and event information through a structured layout system designed for clarity and ease of navigation.
Program Guide + Attendee Package
The program guide served as the primary conference resource for attendees, providing schedules, session details, sponsor information, and event logistics.
As part of the attendee welcome package, I designed the guide to support efficient navigation throughout the multi-day conference while maintaining consistency with the broader event identity.
Project Impact
The TechKnowledge 2017 visual identity established a cohesive conference brand that supported attendee engagement across marketing, digital, and on-site experiences for roughly 1,500 talent development professionals — helping communicate the event's focus on innovation and emerging technologies within the learning industry.