DSA Annual Meeting Campaign

Project Overview

Every year, the Downtown Seattle Association (DSA) hosts a meeting for its members. This annual event houses over 900 business leaders from the Seattle community. The DSA presents the many ways they have contributed to the downtown community throughout the current year. For audience engagement and event awareness an array of materials would be needed.  

Goals

The main goal would be to educate association members on the several benefits the DSA provides for the Seattle community. The new DSA branding would need to be exemplified while still building a unique visual experience for the event. This unique approach would need to unify all of the campaign deliverables which included a motion graphic, an annual report, an invite, and a program.

My Role

As Art Director it was my role to develop the visual theme and to ensure it would be applied to all pieces in the campaign. In addition to this I contributed to much of the typography, illustration and layout within the various pieces. As this campaign was rich with photography much of my role meant careful photo selection as well.

art Direction

The new DSA brand had the fonts and color choices already established. For photo treatment I created multiple rectangles that comprised one photo. I wanted to go with this approach as it suggests city blocks and the upward trend of the lines hints towards city growth.

Iconography

I created a set of icons that would be used throughout the campaign. The designs represent components of infrastructure and city planning. 

Annual Report

A tri-fold annual report was created to inform members about recent DSA accomplishments. I designed several of the icons in the piece, established the layout, and selected the photos.

Program

In addition to the tri-fold annual report members received a program at the event. I designed the layout, developed the typography and selected the photos.