Sinclair Digital’s senior executive management organizes an annual themed conference-style two-day retreat in Las Vegas with over 140 Digital Sales Managers attending. 2018 DSM conference theme was announced as “Think Big”.
With the upcoming stakeholders’ plans to hold the conference, Creative Services team at Sinclair Digital was tasked with developing the branding, themed visual narrative, and the entire supporting presentations and signage package for the event.
1 month
1 designer
Create the following suite of items:
Since the theme changes every year, I didn’t feel like the design would age and become irrelevant some time down the road. I started by looking at the current trends in visual design. One of them was the “interaction” of the type and the imagery, which I felt was appropriate for this use case.
I needed to create supporting visual imagery for this conference as well. I started exploring what “Thinking Big” could mean visually. Since all of the attendees are regions based — I decided the choose man-made regional landmarks for the primary and supporting images/theme.
The audience consisted of Sinclair’s Digital Sales Area Managers, Local Digital Sales Directors, and key executives, both males and females of various ages.
I had to develop a mini Design Language System for the rest of the designers on our team to follow, when designing decks for all of the presenters.
I’ve learn that no matter how trendy or fresh was the background color chosen — it is a good practice to check it on a larger screen for glare and vibration. I had to adjust the saturation several times based on that.
Also, I’ve learnt that I should use a cross-platform font, like Arial, because the laptop containing all of the presentations and fonts was stolen at the airport on arrival, so the presenters didn’t have time to install fonts on their laptops.
