The AAN Annual Meeting is dissimilar to the AAN Fall Conference in the one fact that the attendee is looking to linger. Although the event accomplishes the education needs (CME) of the neurologist, the attendee is mainly attracted to networking and conversation (industry gossip) with their peers. This conclusion supported by survey research in it's past events.
We started the process with the client in presenting mood boards. The presentation and resulting conversation lead us the the multicultural vibe of Seattle and how it reflects the culture of the worldly attendees at the event. In the second meeting we had with the client, we presented concepts and the campaign direction was established; artsy, beautiful, colorful.
The logo was a simple statement of location; Seattle is known for it's fauna. leaf. Typography was chosen as bold and simple to be able to stand separate (and legible) from the cluttered artwork of the campaign.
I illustrated the collage in Photoshop and paid attention to the feel of diversity and culture. A towering collage of elements, colors, and feeling best describes the vibrancy of Seattle and the AAN's member base. Three posters (artwork) was created.
The identity established, I translated it into event advertising, event materials, and event environmental signage.